GSK Case study ISO3D by Grey Toronto

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Industry Air Fresheners
Media Case study
Market Canada
Agency Grey Toronto
Executive Creative Director Carl Jones
Art Director Liz Donnelly
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: GSK CANADA
Date of First Appearance: Oct 1 2010
Entrant Company: GREY CANADA, Toronto, CANADA
Executive Creative Director: Carl Jones (Grey Canada)
Writer: Neal Khosla (Grey Canada)
Art Director: Liz Donnelly (Grey Canada)
Agency Producer: Ryan Bourret (Grey Canada)
Projection: (The Media Merchants)
Audio: (Silent Joe)
Animation house: (Tantrum)
Media placement: Event Video - 3D Projection - Union Station During Nuit Blanche Toronto - October 1, 2010
Insights, Strategy & the Idea
The business objective was to increase sales and awareness surrounding the launch of Sensodyne iso-active. Faced with decreasing opportunity among older consumers, GSK’s marketing objective was to grow the Sensodyne brand by attracting a younger target and communicate to them the deep cleaning ability using a more modern and relevant approach. Sensodyne’s target audience, 18-39 year old sensitivity sufferers switch between Sensodyne and regular toothpastes because they feel sensitivity toothpaste doesn’t clean as well as regular toothpaste. This informed our message: Nothing is out of reach when powerful Sensodyne iso-active goes to work. This insight reinforced the findings that the target audience viewed Sensodyne as a single-minded brand for older people and therefore not relevant to them.
For the client it meant the most important product benefits to communicate were iso-active’s deep clean in a way that would connect with a younger audience.
Creative Execution
To communicate the message of “deep clean” in a new and exciting way, we created a weaving foam mnemonic. Then used an innovative wall mapping projection technology to create Canada’s largest branded 3D wall mapping projection on Toronto’s Union Station. The projection depicted a stream of Sensodyne iso-active weaving foam that cleaned Union Station as the building deteriorated and rebuilt itself. The weaving foam mnemonic weaved throughout various ambient media posing the question “where will the foam go next?” building intrigue. We reached our audience by creating pages on social networking sites including Facebook, Foursquare and Twitter which helped drive people to the grand finale; the hijacking of the all-night art event Nuit Blanche to project the weaving foam. To avoid noise pollution people called in free to hear the sound effects in real-time. An innovative message and technology helped Sensodyne communicate with their audience via a seamless and visceral ambient media experience.
Results and Effectiveness
After the projection, sales and awareness of Sensodyne iso-active increased substantially. Video of iso3D spread to YouTube and over 150 local and international blogs. It was also featured on the Spanish language broadcast, El Periodico De La Publicidad. In addition:
-Sales of Sensodyne iso-active jumped 58%.
-80% of people that visited the Facebook page invited others, posted on the wall or ‘Liked’ iso3D – a strong indication of enthusiasm surrounding the event.
-Over 6.3 million people watched iso3D live or through digital media.