Posterscope Russia created an integrated OOH campaign to support the launch of OneBlade – Philips multifunctional device which contours, straightens and shaves beards of any length.
The campign kicked off in June 2017 with videos and banners on TV and online. At the same time users were encouraged to share their reviews of the OneBlade product on social media using dedicated hashtag #OneBlade and #ЭтоНеБритва (this is not just a shaver).
This activity was followed by the most impressive element of the campaign which involved creative placement of OOH in the most fashionable and favourite art spaces in Moscow and Saint-Petersburg where a special infrastructure for art, business and tourism exists.
These areas were filled with specially developed pop-art posters, inspired by the legendary Andy Warhol. Guys with beards of all shapes and forms, pictured in fun and stylish way, became the visiting card of the project and generated huge levels of interest and engagement from the audience.
Red October, Flacon Design zavod, ARTPLAY, Winzavod, Trekhgornaya manufacture, ETAGI Loft Project, Fligel, KORPUS-2, Staсkensсhneider bar, Tkachi open space, Golitsyn Loft , Third Cluster, Street Art Museum, DK Gaza all provided their spaces for the non-standard placement of the campaign. This novel arty approach related directly with the art-focussed target audience and resulted in a highly successful OOH campaign. Each part of the campaign was accompanied with relevant imagery to demonstrate OneBlade technology advantages in the best possible way.