Oral-b DM, Case study WHITENING POST-IT NOTES by Publicis Sao Paulo

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Industry Oral Hygiene
Media Direct marketing, Case study
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues, Tony Goes
Art Director Sidney Araujo
Copywriter Rodrigo Strozenberg, Gustavo Alves
Photographer Marcus Hausser
Released August 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: PROCTER & GAMBLE
Product/Service: TOOTHPASTE
Date of First Appearance: Feb 14 2011
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Entry URL: http://heyvote.us/direct/postit
Chief Creative Officer: Hugo Rodrigues (Publicis Brasil)
Executive Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Tony Goes (Publicis Brasil)
Art Director: Sidney Araújo (Publicis Brasil)
Copywriter: Rodrigo Strozenberg (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Executive Account: Hildebrando Neto (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Production: Juliana Pereira (Publicis Brasil)
Photographer: Marcus Hausser (Marcus Hausser Studio)
Production Company: Pix Post (Pix Post)
Video Director: Marcus Tornovsky (Pix Post)
Media placement: Direct Mailing - Dentists Office - 14 February 2011

Describe the brief/objective of the direct campaign.
P&G wanted to narrow its relationship with dentists and become closer and more present in the lives of these professionals. We needed to reinforce to the dentist the principal benefit of the Oral-B Pro-Health Whitening toothpaste by use of a low cost communication material that wouldn’t vanish amidst the dozens of gifts and product samplings the dentist receives daily.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To dentists who integrated P&G’s mailing, we sent a pack with four post-it pads. At first glance, they looked like normal yellow post-its. But as the dentist used the pad, the colour of the pad became progressively lighter, clearly showing the product benefit. 30% of impacted dentists asked for product samples to give to their patients. This meant 50% more than the client’s predicted objectives.

Explain why the creative execution was relevant to the product or service.
We developed a creative low-cost execution directed to the trade, that explained the product benefit and, above all, that the dentists could use daily in their office.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
We further strengthened the connection between P&G and dentists, increasing by 12% the share of mind with this vital audience. An initially small activation action, it ended up impacting over 100 thousand dentists throughout Brazil.