March 31, 2011 – 8:54 pm
“It started with a simple tweet…”
That is precisely how this story starts, if anybody still doubts the power of social media.
Will King, the founder of The King of Shaves company, was a guest speaker at the Content is King Conference held in the RDS in November of last year. He had enquired about a hashtag sign that we had created for the event, but rather than trying to pack a bulky 3D sign, we sent a customised version to him.
Tweets were sent to and fro until we got a message asking if we could create a giant razor prop for the UK launch of their new razor system, the Azor 5.
The answer was “yes”, even though we had a short lead time. Drawings, finishes, razor samples and other details were passed backwards and forwards by email and post (after all, there is only a certain amount you can communicate in a 140 characters) but it wasn’t long before the 4′ (1.2m) long razor prop was put into production.
Using the actual engineering drawing for the razor, we cut the front and side profiles out of a solid block of Styrofoam. We then used a series of hand tools to carve and craft the contoured shape, using images and an actual razor sample as a reference during its production. After several other processes, the prop was wrapped in a vinyl that replicated the markings and logos on the original shaver.
The Azor 5 replica was now ready to be packed into the original Styrofoam block so that it could be shipped to England. The lightweight block was an ideal packaging material as it fitted the razor prop perfectly to prevent it from getting damaged.
We used an overnight courier service to ensure that the giant replica arrived on time for the launch event held in London’s Purl cocktail bar for the invited press and media.
Judging by the pictures taken on the night of the event, it looks like the launch party went very successfully.
If you still doubt the power of social media, why not follow Will on twitter to see how he’s winning the shaver wars against Gillette and Wilkinson?
If you want a look that’s shaved to perfection, try the Azor 5. But, if you want a point-of-sale or launch prop that’s been shaped to perfection, please drop me an email or give me a call.
Image credit to kingofshaves.com