Braun Offroad Rally

Objective

Braun, a leading electric razor brand under Procter & Gamble, sought to drive awareness and sales for three newly updated razor series (Series 3, 5, and 7) in the premium segment. The campaign targeted pre-holiday consumer engagement through an innovative digital experience that would position the brand as technology-forward while demonstrating razor performance in an interactive, memorable way.

Solution

Braun Offroad Rally was a 3D Flash-based online game where players controlled an electric razor racing across a human face as a track surface. The game featured customizable parameters including face type, stubble density, and hair color. Players navigated three qualifying races with daily winners receiving iPod Shuffle prizes. The experience included a pit stop that revealed product benefits through the Clean&Renew system. After gameplay, users could purchase products with online discounts. The solution was engineered to handle up to 100,000 daily visits while delivering photorealistic facial graphics combined with 3D game technology.

Results

Site traffic was twice higher than standard projects. The campaign achieved its objectives of raising awareness about technological updates across three razor models while demonstrating strong audience engagement through an innovative interactive racing game format.