It’s time for a new chapter in body grooming. Philips has just launched Robotskin, a campaign with a Blade Runner twist. Created by Tribal DDB London, the site features a series of mysterious, futuristic and sexy webisodes, starring an improbable “Grooming Robot”. I have very different feelings about this project. At first sight I thought it was an interesting idea, very well executed. But after having spent a few minutes on the site, I feel it misses something. Of course it was extremely difficult to replicate the creativity (and success) of the Shave Everywhere campaign, but I still think Robotskin it’s more a good branded entertainment exercise than a cool marketing campaign. If you look at the single elements that compose the site (webisodes, goodies, a touch of wom) everything seems to be there, but the truth is that connection with the product is quite weak and completely made up, and even the product page is nothing more than a textual description. It would be great to have your opinion on the project.
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