iOS7 Game Application.

Approximately 33% of all smartphone users play mobile games for 30 minutes on a daily basis according to iAquire. Mobile gaming applications have the potential to turn viral, due to them being shared across social media sites, encouraging friends and family to play and aid the primary users game play; ever increasing the popularity and profitability.

Alongside the launch of the Gillette Pro Safety case and iOS7 app, Gillette will launch a free iOS7 game available on all Apple iPad, iPhone and iPod devices. The iOS7 game will be in theme with the Gillette TV advertisement basing the characters on the celebrity endorsement as well the location; similar in layout to the popular mobile and tablet game ‘Temple Run’, the player will guide the male character in pursuit of the apprehended razor. Based on a ‘rolling’ background of the city the player will come into contact with many diversions and problems during the pursuit that will stall the character. The problems the character will face include dodging a Grandmother’s shopping trolley, wheelie bin and a charity worker, ducking under scaffolding and road sign as well as jumping over fences and removal men with sofas. The character can also collect ‘Gillette Coins’ to boost the player’s final score as well as collecting Gillette products (shaving foam, shower gel and deodorant) and coffee to use as ‘power ups’. The aim of the game is to catch the runaway girlfriend and apprehended razor before the main character completely runs out of energy. Players can unlock achievements earning discount codes and promotional vouchers that can be used within the Boots website on Gillette products. Each time the player wins a level an advertisement for the Gillette Pro-Safety case will pop up to remind users the can prevent the scenario of an apprehended razor from happening in ‘real life’. The player will also be given the option to ‘share’ scores and achievements to social media sites Facebook and Twitter, encouraging other consumers to download the game as well. The game will be launched during the week beginning the 15^th of January during the product launch and will remain available for free download from the app store. The game will be available indefinitely due to its versatility of promoting any other Gillette products within campaigns through the use of the pop up advertisement screen, which is completely interchangeable.

Development:

Game Board- setting the theme and standard for the game development:

This is the start page for the iOS7 Game application.

I have used the same background as used throughout the campaign.

The Gillette Razor Illustration is the one that was created for the consumer profile boards. 

This application also informs the player that the product is exclusively available from Boots.

The background used is that of the Boots store- originally illustrated for the outdoor P.O.S

To create the characters I firstly cut around the images- then added a cartoon style effect to make it look animated. The female character is also holding the Gillette Razor Illustration. 

The won page is a similar layout to that of the start page. 

It also informs the player that the game can provide incentives. 

Packaging.

The packaging must be eye catching and draw the consumer in- It needs to demand attention as well as look sleek and professional.

The packaging will remain consistent, reflecting the current Gillette Fusion Pro- Glide range and advertising style. Due to the premium price point the product will come packaged in a sturdy laminate orange box with separators for the Gillette Pro- Safety case, batteries, brochure and other relevant paper based information. The box will come with a metallic branded sleeve, spot varnished and raised in areas to give the impression of water drops; featuring the Gillette Pro- Safety case logo, the case, tag line, social media links, brief description, website and statistic. To ensure safety in transit the product will be wrapped in bubble wrap and the box will be coated in cellophane plastic to prevent damage to the box. This bright and aesthetically pleasing themed box will draw the consumer towards it for further inspection and ensure brand recognition alongside the Gillette range.

For the packaging I have used a template- found online. The packaging will reflect the theme and contain:

• Logo.
• Gillette Logo.
• Statistic.
• Product.
• App.
• Statistic.
• Website.
• Slogan.
• Description.
• Contents.
• Features.
• Barcode.
• Razor Image. 

Development:

I started with a gradient background- as the box will be sleek and shiny.

I then began to add and arrange the Gillette products.

I then added the Gillette logo to the top of the box- this is larger than everything else- creating hierarchy and consumer product recognition.

I also added the statistic to further persuade the consumer that they NEED to purchase this product.

I then added the additional information- consistent with all other promotions. 

Side View.

Adding relevant information.

Contents/description.

Barcode.

I decided to add the Gillette Fusion power razor as it looked very plain and the one in the packaging wouldn't fit adequately.

Final design: 

Boots Website.

The Boot's website will be where the product is available other than from the actual Boots store as the Gillette website does not give the consumer the option to purchase online. The Boots UK website will feature a rolling product banner on the home page that is controlled by a timer; the Gillette Pro- Safety case will be the first in the queue staying active on the screen for five seconds before alternating. This banner will give the user the option to ‘explore’ the product. Boots have a page dedicated to the Gillette brand; the Pro- Safety promotional banner will also be featured within this page as well as less prominent banners for the rest of the Gillette range. The navigation bar down the left hand side will also provide links to the Gillette product range and a link to an embedded version of the Gillette Pro- Safety case T.V. advertisement. The page dedicated to the Gillette Pro- Safety case will focus on the products features as well as giving the consumer the option to purchase the device.

Development of the Boots webpage:

I developed the Boots webpage in the same way that I developed the Boots bailout- by using Illustrator. 

I used the pen tool and a range of gradients to create a realistic effect. 

The banner is the same one as used on the Boots mail out.

The final outcome:

The homepage banner on the Boots.com website will be launched on the week commencing the 26^th of January, remaining online until the week commencing the 16^th of February; building hype for Valentine’s Day and encouraging consumers to purchase the product. 

Gillette Website.

The Gillette website will focus on providing the viewer with information in regards to the Gillette Pro- Safety Limited Edition Case due to the website not actually selling any of the Gillette Products. I have decided to keep the current navy theme in place within this website so that the promotional banner for the product will stand out and demand the consumers attention. I started by illustrating the Gillette webpage from a screen shot, using gradients to create a realistic effect. 

I developed the banner with new and relevant information in regards to the Gillette Pro- Safety case.

Adding my own imagery and text but also including some of Gillette's artwork such as the first and third segments. 

I then added the Gillette logo to the home screen banner.

The entire website Illustrated.

I then started to work on the promotional banner for the Gillette Pro- Safety case.

Rearranging the content to create a consistent and aesthetically pleasing design.

Final Gillette Webpage:

The webpage will be launched 12^th of January when the Gillette Pro- Safety case is launched in store and online; remaining online for the duration of the campaign. The page dedicated to the embedded T.V. advertisement will be launched on the week beginning the 19^th of January, correlating with the T.V. launch and the YouTube upload date. 

InStore P.O.S.

The POS will be placed inside Boot's stores, the inspiration came from some current Gillette P.O.S. found online.

I used an image of a regular P.O.S. stand as a template- I drew around this on Illustrator then filled it with the background image used throughout the campaign. 

I added two '3D' Razors to the stand- taken from the Consumer profile boards. 

I then added the Gillette Pro- Safety logos to the backing board and base of the stand.

Starting to add additional text- slogan.

I added more text including the statistic and the descriptions of the products on sale.

Tjis stand will not only stock the Pro- Safety product but the Fusion Power razors too.

I then begun to add the product packaging in stages.

Ensuring it looked realistic with 3D depth- (burn tool is used to create this).

The final outcome:

The P.O.S stand will stay in store for the whole duration of the campaign (six weeks).