Gillette Puts Game Face on with Fresh Strategy

Gillette and Gameloft have partnered over a new offering to launch a mini-game themed advertising format targeting mobile users in Asia

Gillette and Gameloft Advertising Solutions have collaborated to promote the Gillette Fusion ProGlide with Flexball Technology using an innovative advertising format—the mini-game. Integrated within the latter’s games, it represents an original way of immersing in the men’s personal care brand.

The new offering allows players 30 seconds to smash the most bricks possible using a ball, by moving Gillette’s latest Fusion ProGlide Flexball either to the left or right—much like the responsiveness of a real razor.  The game is already available under Gameloft’s top hits.

“Thanks to our creative abilities, we were able to develop a mini-game that fits within the world of Gillette, all while offering our players a fun way to discover the brand,” said François Munck, Director of Business Development at Gameloft.

The Gillette Flexball mini-game has launched in Asia.
The Gillette Flexball mini-game has launched in Asia.

A video campaign airing the brand’s latest advertisement rounds out the aforementioned mobile package. The aptly named Gillette Flexball mini-game and aforementioned push have so far only rolled out across the Asian markets of Singapore, Thailand, and Malaysia.

“Gillette prides itself on innovation in keeping up with our consumers’ needs and lifestyle. This includes the use of highly-engaging media and being at the forefront of the latest technologies on mobile advertising. Our collaboration with Gameloft is a great match,” said Stephanie Chan, Brand Manager at Gillette Southeast Asia.

With a monthly global audience of more than 173 million active players and an inventory of more than 10 billion mobile impressions across the world, Gameloft Advertising Solutions offers advertisers both a unique level of visibility and interactivity.