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Braun: Series 9 Secret Agent

The Ask

Reinforce Braun’s reputation for best-in-class design innovation through the North America launch of its most luxurious and high-tech shaver, while providing a launch event experience as unique as the new Series 9 razor to inspire media and influencers to engage.

The Answer

 

Inspired by the technology behind Braun Series 9, the world’s best shaver, we designed a tech-savvy, interactive experience for media and influencers that piqued interest while providing product information. Recognizing the need to find the sweet spot between substance and sex appeal, but staying true to the authentic engineering reputation of the Braun brand, we aligned with flashy and relevant brand partners around a seductive secret agent theme. Attendees were picked up in lamborghinis, “scanned” in and given secret agent credentials, then taken to an undisclosed warehouse location in Williamsburg. Inside, the theme carried through in visual style and message presentation, with the razor being presented in full out Q-lab style. The activation got 100% coverage by every journalist in attendance and was one of the most successful launches for Braun products.