P&G dial in BBDO/Proximity

• BBDO/Proximity crafts iPhone app
• Ties in with Gillette campaign
• Worked with AIM Proximity

Singapore - BBDO/Proximity Singapore has crafted a free to download iPhone application for Procter & Gamble as a tie-in with the ongoing Gillette Fusion Power razor campaign.

The application 'uART' allows iPhone users to take their photo and use the application to try new facial styles, ranging from full-on beards to custom goatees.

"The application allows you to try out a new look while test driving the new Gillette Fusion Power, a five blade razor which includes a single blade precision trimmer for angular and precision styling. The iPhone even vibrates to simulate the powered vibrations of the razor," Jonathan McKenzie, digital creative director for BBDO/Proximity Singapore, said.

uArt was conceptualized and crafted in BBDO/Proximity Singapore, while AIM Proximity in New Zealand developed the application and BBDO New York deployed it to the Apple iTunes Store.

"This shows the strength of the network and the advantage the client has in getting the best talent to work on their business no matter their location. Mobile is also a huge focus for us and we now have the capability to deploy applications to Apple iTunes and Nokia Ovi from several offices in the region," added Richard Fraser, regional managing director, Proximity Asia.

This campaign was for Gillette's top of the line Fusion Power, and launched without any online advertising but by harnessing the power of social conversations and word of mouth.

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