BIC Unveils OOH & Digital Campaign for EasyRinse Shaver via Media Words

BIC Australia has partnered with independent media consultancy Media Words and creative agency The Reactor to launch an innovative out-of-home (OOH) and digital advertising campaign for its EasyRinse razor. This new initiative aims to elevate the brand’s presence and communicate the ease and efficiency of the product with the tagline “smoother, faster, cleaner.” The campaign taps into a powerful combination of traditional and digital media channels, bringing BIC's message to life across multiple touchpoints.

A Fresh Approach to Media Strategy

BIC’s EasyRinse campaign stands out for its highly optimized media strategy. Media Words used cross-platform consumer behavior data to ensure that the campaign effectively reached its target audience. This data-driven approach allowed for a more personalized and relevant media mix, amplifying the message at the right time and place. The campaign is designed to resonate with a broad audience, particularly busy commuters and digital-savvy individuals, by targeting high-traffic locations such as major train stations and large-format digital displays.

Felipe Favoretto, Head of Marketing for Asia & Pacific at BIC, praised the collaboration, saying: “From the outset, Media Words showed a clear understanding of the brief and the advertising challenge. Elise and her team took the time to understand long-held consumer frustrations and the EasyRinse product itself and devised a media strategy that not only celebrates the product and the brand but meets audiences where they are. The result is a campaign that strategically targets busy commuters and digital-savvy consumers through high-impact placements at major train stations nationwide, along with large-format digital displays.”

This targeted approach allows BIC to effectively reach its audience at crucial moments—whether they're on the go or browsing digital content during their day. The combination of these traditional and digital elements ensures a seamless experience for consumers, making the campaign both memorable and impactful.

Driving Innovation Through Consumer Insights

The strategy behind the campaign goes beyond just clever media placements. Media Words’ approach was rooted in deep consumer insights. Elise Hedley Dale, Founder and Media Director of Media Words, explained that the team’s extensive analysis of past campaigns revealed key trends that helped shape the current strategy: “Our analysis of past campaigns revealed that combining high-impact out-of-home, with targeted digital, delivered exceptional reach amongst our core demographic. By leveraging our experience across both traditional and digital channels, we identified key touchpoints where consumers were most receptive to messages about time-saving innovations. Understanding how our audience moves between traditional and digital spaces was crucial in developing this campaign. The research revealed that while smooth shaving is important, consumers are equally frustrated by the time wasted repeatedly rinsing their shaver. This insight drove our media strategy and the creative and messaging across the campaign.”

The research highlighted a significant pain point for many consumers—time wasted repeatedly rinsing a traditional razor during shaving. This frustration served as the foundation for the campaign's messaging, focusing on the EasyRinse razor's unique feature of minimizing rinse time, offering a smoother, faster, and cleaner shave. By addressing both the functional and emotional needs of the consumer, the campaign builds a compelling narrative that resonates deeply with the audience.

A Multi-Channel Campaign to Maximize Reach

BIC’s strategy to use both OOH and digital media ensures that the EasyRinse message is amplified across several key touchpoints. The high-impact OOH placements, such as at major train stations, are designed to capture the attention of busy commuters during peak travel times. These strategic locations are intended to provide maximum exposure and leave a lasting impression.

On the digital front, large-format digital displays further extend the campaign's reach, ensuring that BIC’s message is accessible to a digital-savvy audience. With more consumers shifting between the physical and digital worlds, this integrated media approach ensures that the campaign reaches people wherever they are, making it easier for them to connect with the product and its benefits.

Targeting Time-Saving Innovations

At the heart of the campaign lies the concept of time-saving innovations, something that is increasingly important in today’s fast-paced world. BIC's EasyRinse razor addresses the frustration many people experience during their shaving routine, where they waste time constantly rinsing the razor. By eliminating this unnecessary step, the EasyRinse razor allows users to enjoy a quicker and more efficient shaving experience.

This insight into consumer behavior is central to the campaign’s success. It not only speaks to the product’s functionality but also appeals to the growing need for time-saving solutions in everyday life. Whether consumers are commuting or going about their busy daily schedules, BIC’s EasyRinse razor offers them the promise of a more efficient shaving experience, all while delivering smooth, clean results.

Looking Ahead: A Campaign with Staying Power

The BIC EasyRinse campaign is set to run until April 2025, giving the brand ample time to capture the attention of its audience and build awareness for the product. With its innovative blend of traditional and digital media, this campaign is poised to make a significant impact in both the OOH and digital spaces. It’s a prime example of how brands can leverage data-driven insights and media strategy to create a more personalized and meaningful connection with consumers.

As BIC continues to innovate in the shaving industry, this campaign serves as a reminder of the importance of addressing consumer frustrations with thoughtful solutions. The EasyRinse razor is more than just a product—it’s a time-saving innovation that empowers consumers to make the most of their busy lives.