Gillette 2006 World Cup

Skive was commissioned by Dialogue Marketing to design, build and manage a globally accessible website template for the Gillette Group to run out localised microsite promotions across its four major brands (Gillette, Duracell, OralB and Braun) supporting its sponsorship of the FIFA World Cup 2006.

Through this structure, a three-stage promotional mechanic was to operate prior to and during the tournament in numerous languages, maximising consumer awareness of Gillette’s association with the World Cup and creating synergy between its World Cup activity in different countries and across its sub-brands.

This overall campaign needed to provide an online presence which seamlessly integrated with all other communication activity, embracing the target audiences' respective hardware and infrastructure limitations (e.g. bandwidth or penetration of multimedia plug-ins), presented in their native language, and adhering to regional laws and necessary variations (e.g. the use of a tiebreaker in certain territories).

Skive's template needed to be visually engaging, using Flash animation wherever possible, while still catering for narrowband users. Templated across all four brands, it allowed differing functionality and content possibilities for each participating market.

Skive built a bespoke Content Management Resource for maximum flexibility, allowing local brand managers not only access to the CMS to edit translated copy, but to pick and choose content and which of the 3 promotions to run.

Skive also generated the codes and code logic and the win mechanic, capable of offering different prizes to different local markets.

Skive also produced interactive content in the form of a table football game that was syndicated across all four brands.

Further objectives were to track data and provide useful breakdown reports, as well as to ensure overall site security (paramount).

This was a massive campaign which through its consistency and intergated approach helped to boost awareness levels beyond those of the previous FIFA World Cup.

The campaign was adopted by 25 different markets around the world, and translated in 20 different languages across 4 brands and 3 promotions.

Effectively the campaign management tool delivered 120 different sites at a fraction of the cost if this was done on an individual brand and market basis.