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PRIMICIA: The Town: Old Spice’s new strategy

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PRIMICIA: The Town: Old Spice’s new strategy

From the hand of the Lead2action agency, Old Spice today launches its new strategy called “The People” With the intention of repositioning the India Mobile Number Database brand within a younger market, Old Spice has opted for an interactive strategy that combines the dissemination of social networks, the originality of 3D content and the advantages of Google Street View .

Thus, the men’s personal care brand, together P&G with the agency Lead2action , launches today a platform called “The People”. It is a 3D virtual town that is hosted on a channel YouTube where users will have the ability to navigate through it – using the same dynamics as in Google Street View – in search of experiences and some tips that will turn them into “Real men” guided by “Ohmar” character who will be the voice of the brand. By participating in these activities, visitors will be able to accumulate points that will be exchanged in a virtual store located on the same platform.

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In an interview Xabier Licerga, creative vice president and Raúl Aguilar, general director at Lead2action, indicated that the promotion of this strategy will be 360, which will include traditional media -printed and television- as well as promotion at the point of sale, social networks, banner and other digital media.

“The town” will have three phases throughout the year, according to the interviewees, where the first will conclude between June and July, to give way to a renewal of the Phone Number List platform with new experiences and new scenarios while the third phase will arrive in December accompanied with the launch of new products. Working hand in hand with YouTube and Google has been a pleasant experience,” said Liceaga, “through which we hope to speak to the target audience about the brand but in an entertaining way that they want to share.

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