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Blog, buzz & viral marketing for BIC Comfort 3 Advance
After the success of the viral marketing campaign “Les Perles du bac” (“Exam bloomers”) in June 2006 (which won a Cyber Cristal for viral marketing and a Cristal de l’humour at the French Advertising Film Festival 2006), BIC is back with a new buzz campaign combining viral video and a blog to accompany the launch a razor with three fine razor blades, BIC® Comfort 3® Advance™: www.3fineslames.com.
The marketing war between razor brands seems to have been launched. Some seem to bet on a technology armament race, continually adding razor blades (there are razors with 5 razor blades now!). Still it remains to be seen if consumers will follow the trend, especially when you consider the prices…
For the launch of the new razor BIC® Comfort 3® Advance™, BIC has decided to underline the difference with an approach that is more web and marketing 2.0, by discarding 30 second TV spot steamroller tactics and instead opting for an offbeat communication that illustrates the message: www.3fineslames.com("Three fine blades"), that’s all you need for a good shave (and no need to empty your wallet for that, either).
Says Billy Salha, international marketing director for the group’s razor segment: “Many men are looking for alternatives to achieve a high quality shaving result at an acceptable price. It is exactly for these men who want to look perfectly shaved and not to pay too much that we have developped our new razor BIC® Comfort 3 Advance™, which has already been successfully launched in the United States.”
In order to reach the core of the targed group (men aged between 15 and 35 years), BIC has chosen a measure based 100% on the internet (editor’s note: developped by our agency Vanksen and supported by BuzzParadise) combining a blog, buzz & viral videos. The campaign consists in:
a series of 8 viral films, satirical and humorous, which you can watch, download and blog (produced by Hémisphère Droit)
a viral competition game for several players with 21 BIC® Sport surfboards as a price,
and a collaborative blog allowing internet users to post and comment articles.
The campaign was launched with a PR action working with more than 200 influential bloggers and opinion leaders by BuzzParadise.com, our platform for establishing contacts between brands and opinion leaders. As a second step, an advertising investment into “rich media” banners from end of January until middle of February will help to accelerate the propagation of the campaign amongst the target group.
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By again betting on an alternative marketing solution after the action "Les Perles du bac" (“Exam bloomers”) BIC now definitely goes for a marketing 2.0 approach to promote its products. Explains Billy Salha: “In traditional media, all the power lies with the advertiser. On the internet consumers hold the power. For a brand like BIC with a real alternative message, the Internet is a unique possibility to enter into dialogue with their consumers, by offering them a real choice to be well shaven without having to ransack their wallets.”
Go on www.3fineslames.com on January 11 and 18 to discover the series’ other four viral videos!
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1. Thursday 18 January 2007 attime 13:16,
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