The Challenge:
Proximity Canada chose E-axis as its partner to develop The Blade Change Challenge, an interactive game application to be featured on the Gillette® Facebook© fan page and "Razor Repair" microsite.  The challenge was to increase blade consumption by driving awareness of the razor’s indicator strip and educating guys on how to evaluate the performance of their blades.

The Execution:
The game featured extensive 3D modeling, advanced physics and highly realistic representations of Gillette's product. Social elements of the game experience including high score posting and ability to "challenge a friend" contributed to both increased awareness and game play.

The campaign was used to engage and entertain the target audience in a relevant way, all while communicating the role of the indicator strip as a gauge for when to change their blade to ensure a smoother ride.  Gillette's target audience, males aged 18 - 34, were invited to take the Blade Change Challenge through rich media banners and status updates on the Gillette fan page.  Awareness of the game was amplified through news feed updates to user friend networks, and through high score updates.

The Result:
The Facebook application generated more than 22,000 monthly active users and Fusion blade sales experienced a 13% increase over the campaign period.  The Blade Change Challenge game on Facebook was one of several elements of the campaign recognized for creating notable and measurable success.