iblink best known perhaps for its work with Titan and its D6’s and its work with UK retailer Superdrug is starting to re-invent itself / or at least add to its credentials as a technology-enabled digital marketing and brand experience agency. Here we see them helping Gillette launch its new Fusion Power Phenom razor on a wide variety of digital media across central and greater London.
Via Titan at the 10 major London railway termini there will be digital poster advertising aimed at building brand awareness whilst a campaign linked to Superdrug will encourage store visits by advertising various special promotions.
iblink Managing Director Alex Johns told us “This programme – our most ambitious yet – uses iblink’s knowledge databank to deliver what we can confidently predict will be a great success for both brand and retailer alike”
Product purchase will be further encouraged in and around Superdrug outlets we are told by near-store and in-store brand ambassadors undertaking product demos and offering competition prizes (think street teams a la Pixman / Adwalker style).
The street teams are armed with (oh no) ‘bluecasting’ pods housed in branded Gillette rucksacks and their purpose is to drive shopper traffic both by proximity mobile messaging and traditional leafleting.
Lastly it seems that iblink’s own in-store teams will demo the new razor and Gillette’s associated Shave Care range (emphasising of course the benefits of a 3 step shaving and skincare routine).
The digital poster campaign breaks in the last week of February. It also advertises a prize promotion and includes a ‘text-for-your-nearest-store’ message.
The experiential events, supporting Superdrug’s 50 biggest outlets, take place on 27th February.