Gillette On Wheels: Taking Brand Activations to New Heights

When one of the world’s leading brands, Gillette, aimed to engage with young consumers and raise awareness for their products, they turned to BME. Far more than just a gaming company, BME brought the “Gillette on Wheels”campaign to life—creating a dynamic and educational experience through a fully branded gaming bus that showcased Gillette’s products in an interactive and memorable way.

This immersive, on-the-go experience traveled across Cairo, stopping at universities and malls, allowing consumers to connect with the brand in an authentic and exciting manner. By engaging with the community directly, Gillette on Wheels not only fostered meaningful connections but also delivered measurable results.

BME delivered:

• From concept to execution: a fully branded gaming bus that provided hands-on engagement with Gillette’s products.

• A 28-day campaign, spanning 12 locations, with thousands of samples distributed and 10 lucky winners taking home PlayStation 5 consoles and a variety of other exciting gifts

• A hands-on product education experience that boosted Gillette’s brand presence, built trust, and generated impactful results.