The case study titled ‘Social Experiment’ was presented by Mediacom for brand Gillette
Sarmistha Neogy | Mumbai | September 12, 2014
The ‘Social Experiment’– a case study by Mediacom Communications for Gillette – has been shortlisted in the category of ‘Best Media Innovation - Ambient Media’ for EMVIES 2014.
The case study opens with Men being asked ‘When was the last time you kissed a girl?’ It left them scratching their heads as no one remembered. Then, a few girls were asked the question ‘Will you prefer kissing a clean shaven or a stubbled guy’? This left most of them highly embarrassed and they shirked away from giving an answer. It was thus found that women prefer not to reveal their private moments and fantasies. As a result of which, there was a serious issue named ‘Kissing Recession’ which had to be addressed immediately.
Mediacom decided to bring an end to this, by tying up with Grazia, an international women’s magazine, to find out which look women prefer in men. Grazia launched the same edition in two different covers – one where the model had chest hair and the other where he was clean shaven. The magazines were then placed inside a parlour and hidden cameras were placed to capture the real reaction of the women. It was found that 83 per cent of the women picked up the magazine which had the clean shaven model as the cover photo. Thus, with the help of this insight, Gillette was able to bring an end to the Kissing Recession in the country!