SINGAPORE – Schick and AdPeople APAC released the brand new wave of Schick Smooth Lee, continuing the story of smoothness with a new angle – precision, to drive awareness and encourage trial for the Exacta 2 range of razors.
Conceptualized by AdPeople Shanghai, Smooth Lee was created to fight his enemies by using his cutting-edge Schick Exacta 2 razor. This time, the creative solution was to use ninjas to represent facial hair in hard-to-reach areas. Smooth Lee battles the ninjas and eliminates them to reveal a precise and smooth shave.
Smooth Lee initially came to life in late December 2011 through a viral video, a microsite, sampling and retail demonstrations, followed by two additional campaigns in 2012.
The new wave of Schick Smooth Lee has been amplified and deployed across several markets including China, Thailand, Indonesia, Hong Kong, Malaysia, Philippines, Taiwan and New Zealand. In Malaysia and the Philippines, the new wave was launched as a TVC, while in other markets it was launched as a pre-roll through social channels to build awareness and highlight the smooth, precise shave with Schick Exacta 2 razors.
Commenting on the execution, Michel Mommejat, managing director at AdPeople APAC, said, “Smooth Lee is a great idea that resonates well with our target audiences across APAC. It is not only fun but allows for an array of branded content to demonstrate product benefits through digital and social channels.”
Joy Delis, area marketing director of Schick Disposables & Women’s Systems, said, “The humorous yet informative execution of the Smooth Lee idea has seen constant evolution due to its popularity with our audience. Smooth Lee encapsulates the youthful and approachable nature of our brand. We are delighted to be partnering with the AdPeople network to amplify this campaign in several markets.”
Within 20 days of the launch, the Smooth Lee online video garnered 15.9 million unique impressions.
Schick and AdPeople APAC have also recently launched a fully integrated digital campaign for Schick’s Hydro Groomer. It garnered a combined video view of over half a million in North Asia.
