Philips Norelco x Roblox

Philips Norelco x Roblox

Flying with razors in the metaverse

If you’ve spent time with Gen Alpha or young Gen Z kiddos, you probably noticed they sure do like their screen time. That’s why Roblox, with its 97M+ daily users and average player age of 13, became a sweet spot to find the next generation of shavers. This activation allowed for our reach to extend far beyond the world of organic and paid social and engage a huge new audience in their native environment.

Building a video game for Norelco marked Philips’s first steps into the metaverse. Our challenge became finding a way to naturally integrate a men's grooming brand into this massive gaming space. From the ground up, our team built a world, designed a game loop, invented a new Roblox ad unit, integrated Norelco products, and had millions of players explore Philips Norelco razors like never before. Was it successful? Yes. Were there some haters? Yes... these are gamers after all, and it was hilarious.

It’s a little tale I like to call, Flying With Razors In The Metaverse. A story that begins in the lush forests of beautiful Shavetopia.

1.1M+

Plays

200K+

Organic Plays in 24 hours

852M+

Paid Media Impressions

World Building


When entering a gaming space for the first time, a brand is first confronted with a fascinating question, what does your world look like? For Philips Norelco, we chose something wild and natural, the growth of a forest, accented by futuristic architecture that adopts forms of the product designs of the various Philips Norelco razors.

Razor Racer


With Shavetopia built, the competition could truly begin. Razor Racer features 6 worlds in and around Shavetopia that allow players to race against time and each other to reign supreme. Complete with a leaderboard, new worlds, and unlockable upgrades, the race is on.

Blade Hunter


To fuel the competition we introduced an in-game currency, golden blades, that can be won by winning races or discovered while wandering the crevasses of Shavetopia. As a player collects golden blades, they are able to purchase new facial hair that has unique powers, and additional Norelco razors to increase their racing prowess.

The Stachery


As players build up their skills and save up golden blades, they can unlock new upgrades. In The Stachery, new facial hair styles can be acquired that each have their own unique abilities. Also, additional Philips Norelco razors can be bought that have varying power ups for Razor Racer.

Inter-Game Portals


To increase native Roblox traffic, we pioneered the use of game-to-game portals. In these new paid units, we activated Philips Norelco as a seasonal promotion in the gameplay of popular titles like Tower Defense Simulator, and had direct portal access to players available via a glowing portal that transports players to Shavetopia.

CREDITS


Contribution

Concept, Creative Direction, Art Direction

Agency

Fleishman Hillard x Mindtric

Art Directors & Motion

Nicole Finateri, Marcus DuBois