BIC Australia has gone live with an integrated outdoor and digital campaign to mark the launch of the brand's new EasyRinse razor. The campaign was developed in partnership with creative shop The Reactor and independent media consultancy Media Words.

The campaign's objective is to address persistent customer frustrations related to razor blades clogging and the need for frequent rinsing during shaves. The EasyRinse razor, which has been in development for nearly five years, boasts 11 approved patents for its blades and rinsing technology, with an additional 10 patents pending for the shaver head.

Media Words has employed cross-platform consumer behaviour data to optimise media activity and amplify the campaign message across multiple touchpoints. The campaign is strategically targeting busy commuters and digital-savvy consumers, utilising high-impact placements at major train stations and large-format digital displays. The campaign is set to run until April 2025.

BIC Head of Marketing for Asia & Pacific, Felipe Favoretto, said: "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."

Founder and Media Director of Media Words, Elise Hedley Dale, said: "Our analysis of past campaigns revealed that combining high-impact out-of-home, with targeted digital, delivered exceptional reach amongst our core demographic." She further explained the strategic approach: "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."