September 2005 - Mexico

Gillette is one of the key sponsors of the 2006 World Cup Championship that will be held in Germany. In addition, the firm has the rights to the image of one of the most well-known soccer players in Europe, David Beckham. As a result, the firm decided to launch a sales campaign based on soccer.

SIA Interactive was hired by the agency Promolatina to develop a solution that consisted of a Virtual Penalty Kicks game. As part of this solution, SIA constructed an attractive platform for participants to mount. Players put on a Virtual Reality helmet with a head tracker and a special device with a motion tracker on their foot. After a visual 360º tour of the stadium, players take a penalty shot that the virtual goaltender tries to stop. A plasma screen mounted on the platform shows the different scenes of the game to onlookers.

The module was set up at different malls in Guadalajara and Monterrey during six consecutive weekends. In order to participate, customers had to buy at least one of the products in an exhibitor next to the game (shaving cream, gel, razor or cartridges). The chosen method has produced good results, with participation averaging 150 people per day.

“The client is very pleased with the promo and the results have been exactly as we expected, within this integrated campaign in which David Beckham is the face representing Gillette as part of the concept of “the perfect shave”. People come to watch others play and often decide to buy the product to participate themselves. Participants really enjoyed the experience and would even ask us where would be the next day so that they could come and play again!”.

María Luciana Branca
Accounts Director
Promolatina