Schick Quattro: Turning on the Power of Four

Brand: Schick QuattroCompany: Energizer HoldingsAgency: ColangeloCampaign Title: Turning on the Power of FourProduct Category: Shaving productsTime Frame: Fall 2005Award Category: National Consumer Promotion with a Budget Between $1 Million and $5 MillionMarketing OverviewThe marketplace for men's shaving systems has been dominated by Gillette, with Schick running a distant second. The marketing spend differential between the two brands is huge (about 10 to one).Brand messaging in the category has been based largely upon functional benefits (i.e. closer, smoother, less irritation). Schick Quattro was launching a four-blade, battery-operated razor to solidify its place in the men's shaving system segment. It was not the first battery-operated razor on the market (it followed Gillette's entry by 18 months), had no claim-based superiority and would appear shortly before the new six-bladed Gillette Fusion system. Target consumers (males 18-34) had a neutral to negative perception of the Schick brand. Key consumer insights find that men shave because they have to, not because they want to. Generation Y consumers (particularly those 18-25) are on a path to self-definition and self-actualization, and are bored with conventional messaging in the category.It was time for Schick to set itself apart by creating a unique emotional (vs. merely functional) benefit and a distinctive, target-relevant voice. Therefore, the Quattro launch was developed around the following core marketing idea: Shaving with Quattro Power gives you the Power of 4, and the Power of 4 gives you magnetic confidence and the power to live life on your terms.ObjectivesBuild Schick and Quattro equity among target audienceDrive one million unique visitors to the brand's web siteEncourage viral activity among target consumersDrive purchase of the Quattro Power razor by expanding Quattro's user baseEncourage repeat purchase via refillStrategy & TacticsThe mission was to put the Schick Quattro Power at the center of a "life-changing system," called the Power of Four, that changes your life -- sorta. To demonstrate this "system," use an infomercial, web site, online ads, on-campus activity, in-store marketing and a buzz campaign delivered in a tongue-in-cheek and over-the-top style. Use this relevant voice, and "un-marketing" approach, in out-of-the-ordinary locations that are relevant to the target.A teaser media campaign launched in and around college campuses and major metropolitan areas with The Buzz, a 16-page tabloid (with a circulation of 750,000+ distributed in 20 markets nationally) that features sensationalized stories about men getting larger-than-life honors and/or privileges all attributed to the mysterious Power of Four. The publication was used to drive traffic to the online destination, www.ThatsThePowerOf4.com. Posters on campuses promoted the mysterious effects, while street teams and self-serve displays distributed the tabloids.Online advertising (100+ animated and rich media banners) with messages customized by site was created to drive the target to the web site with the lure of entertaining content. Video-on-demand of the infomercial and clips appeared during Cartoon Network's late-night "Adult Swim" programming and other vehicles. In-bar advertising (coasters, restroom ads, napkins) promoted the amazing benefits of The Power of Four and drove traffic to the online destination.The web site hosted a parody of a "real" infomercial, clips from the show, and outtakes featuring "Turning on the Power of Four System" and all its "life-changing" benefits. The system (complete with two audio tapes of branded content) was offered for "just $9.95." The humorous infomercial clips served not only as site content, but also as a viral campaign to be shared among target consumers.In-store displays distributed Power of Four handbooks for handling one's new-found power; FSIs and trade ads underscored the message.ResultsSince its launch, the web site has received more than seven million page views and two million visitors (exceeding the goal by 100%). ThatsThePowerOf4.com has been a featured topic and link on more than 100 blogs and web sites. The Quattro franchise's dollar share has grown 52% since the launch to an unprecedented 10.2%. Quattro Power pushed the Schick Men's System dollar share up 23% in the 12 weeks post-launch. (Source: ACNielsen).