28th February 2007 - In a novel direct marketing development, Gillette took on-board consumers in the Arab world by unveiling the region’s first hands-on interactive bus. The M3Power Nitro bus seamlessly integrates state-of-the-art design with a live and fully captivating experience.
The bus, which takes-off from the United Arab Emirates, will travel to Saudi Arabia where it will visit high traffic areas in Jeddah, Riyadh and Dammam for a one month period.
The customized bus is fully equipped with an audio system allowing visitors on-board to compete in car-racing and soccer games. To further highlight the Nitro experience, the interior of the bus has been stripped and replaced with a lounge area and a shaving booth.
According to Ahmed El Mahdy, brand manager for Gillette, Arabian Peninsula, the initiative highlights Gillette’s increased investments in creating new platforms to interact with its consumer base in the Arab region.
El Mahdy said: “We are introducing an innovative marketing channel to the region. The use of this bus will allow us to bring the Nitro experience to the doorsteps of our consumer base in the Arab world.
The road show has been designed to allow people to fully appreciate the powerful array of in-built functions in the M3Power Nitro razor and to demonstrate how it could improve the personal lives of our consumer base,” continued El Mahdy.
The M3Power Nitro razor, which is accompanied by the consumer instruction ‘push the button, feel the power’, is a micro-powered shaving system that delivers a gentle pulsing action to the shaving cartridge, making it dramatically easier to shave more thoroughly in one powerful stroke.
The technology is combined with a striking design demonstrated by a black handle with vibrant green accents.
Fully trained consultants will be present on the bus to offer shaving tips and provide any assistance if needed.
About P & G
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene® , Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands
Gillette extends marketing efforts by introducing region’s first hands-on interactive bus
28th February 2007 - In a novel direct marketing development, Gillette took on-board consumers in the Arab world by unveiling the region’s first hands-on interactive bus. The M3Power Nitro bus seamlessly integrates state-of-the-art design with a live and fully captivating experience.
The bus, which takes-off from the United Arab Emirates, will travel to Saudi Arabia where it will visit high traffic areas in Jeddah, Riyadh and Dammam for a one month period.
The customized bus is fully equipped with an audio system allowing visitors on-board to compete in car-racing and soccer games. To further highlight the Nitro experience, the interior of the bus has been stripped and replaced with a lounge area and a shaving booth.
According to Ahmed El Mahdy, brand manager for Gillette, Arabian Peninsula, the initiative highlights Gillette’s increased investments in creating new platforms to interact with its consumer base in the Arab region.
El Mahdy said: “We are introducing an innovative marketing channel to the region. The use of this bus will allow us to bring the Nitro experience to the doorsteps of our consumer base in the Arab world.
The road show has been designed to allow people to fully appreciate the powerful array of in-built functions in the M3Power Nitro razor and to demonstrate how it could improve the personal lives of our consumer base,” continued El Mahdy.
The M3Power Nitro razor, which is accompanied by the consumer instruction ‘push the button, feel the power’, is a micro-powered shaving system that delivers a gentle pulsing action to the shaving cartridge, making it dramatically easier to shave more thoroughly in one powerful stroke.
The technology is combined with a striking design demonstrated by a black handle with vibrant green accents.
Fully trained consultants will be present on the bus to offer shaving tips and provide any assistance if needed.
About P & G
Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene® , Mach3®, Bounty®, Dawn®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Actonel®, Duracell®, Olay®, Head & Shoulders®, Wella, Gillette®, and Braun. The P&G community consists of almost 140,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands
