BIC Australia has taken aim at the hipster beard with the launch of a campaign via McCann Melbourne, aptly named ‘The Hipstervention‘.
The campaign for the BIC Flex 3 razor aims to save the world from the hipster beard and came to life via a Facebook page and an unbranded website, which amassed a community of over 20,000 followers over the course of a month, driven by engaging social content.
Targeting 18- to 34-year-old men, the campaign asks them to hold a ‘Hipstervention’ for a friend they have lost to hipsterism.
Two thousand free ‘Hipstervention’ kits are available from thehipstervention.com website, along with ways to identify the ‘Signs and Symptoms’ of ‘hipsterism’ as well as the ‘global effects’ ‘hipsterism’ has had.
The campaign has been active on social media for over a month with the Facebook and Instagram accounts garnering over 20,000 followers. Promotional activity in the past month has engaged over 2.5 million people, including 55% of the total target audience in Australia.
The campaign is part of a broader brand re-appraisal strategy to support the strong retail performance of BIC Flex 3 and make the BIC brand relevant for the Australian target market.
The Hipstervention social campaign is supported by print, street posters, POS, OOH and direct mail.
Says Hermann Jaaniorg, Shavers BIC oceania brand manager: “This campaign marks a fresh approach for BIC as we contemporise our brand in Australia. The Hipstervention enables us to do so in a tongue-in-cheek fashion, which we hope will resonate well with our target.”
Says Pat Baron, executive creative director of McCann Melbourne: “I used to worry for hipsters, now I feel sorry for them. Ironic beards have taken the face from a generation. BIC is saving a generation one shave at a time.”
BIC Australia New Zealand
Marketing Director, BIC Asia Pacific: Gregoire Mantoux
Brand Manager, Shavers BIC Oceania: Hermann Jaaniorg
Executive Creative Director: Patrick Baron
Associate Creative Director: Ben Davis
Art Director: Ryan Clayton
Copywriter: Patrick Trethowan
Editor: Patrick Jennings
Managing Director: Adrian Mills
Business Director: Alec Hussain
Senior Account Manager: Alex Haigh
Digital Director: Tony Prysten
Associate Digital Producer: Allison Snow
Social Lead: Chris Baker
Digital Designer: Kenneth Sahoury
Head of Broadcast: Victoria Conners-Bell
TV Producer: Anne Comber
Director: Aaron Wilson
Executive Producer: Robert Stock
Production Manager: Johanna Rayner
Animation: Cameron Gough