Aquafresh DM SPLASHES by Grey Paris

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SPLASHES

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Industry Oral Hygiene
Media Direct marketing
Market France
Agency Grey Paris
Executive Creative Director Frederic Temin, Anne De Maupeou
Art Director Romin Favre
Copywriter Dimitri Kantcheloff
Photographer Matthieu Dubail
Account Supervisor Joelle Belloy
Released March 2011

Credits & Description

Category: Flat Mailing
Advertiser: GLAXOSMITHKLINE
Product/Service: TOOTHBRUSH
Agency: GREY PARIS
Date of First Appearance: Mar 15 2011
Entrant Company: GREY PARIS, FRANCE
Executive Creative Director: Frederic Temin (Grey Paris)
Copywriter: Dimitri Kantcheloff (Grey Paris)
Art Director: Romin Favre (Grey Paris)
Art Buyer: Jean-Eric Le Coniac (Grey Paris)
General Manager: Philippe Doyle (Grey Paris)
Account Director: Bruno Sabrie (Grey Paris)
Account Supervisor: Joelle Belloy (Grey Paris)
Marketing Director: Anne Vaillant-Keller (GlaxoSmithKline)
Photographer: Matthieu Dubail
Planner: Clement Morin (Grey Paris)
Media placement: Sampling - Fliers - March 2011 - One week
Media placement: Mailing - Direct Mailing - March 2011 - 15000

Describe the brief/objective of the direct campaign.
The agency has to communicate to a very large audience to prove the efficiency of a not well-known product: Flexigel – the very flexible toothbrush.
Our main challenge was to create an entertaining way of showing a product demo. This is exactly what had always been done before, but never in such a creative, impactful way. The key objective was to make people understand to what extension this unique product could flex in order to clean even the hardest to reach mouth spots. To this extent, the chosen technique, with a spectacular, sharper lenticular 3D rendering, helped a lot.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
What's often almost impossible to achieve in both press and outdoor advertising is a 'not so boring' storytelling. People still tend to get interested in these traditional medias; but it's proved that people gets more intrigued when they're involved in an unusual way. This basically explains our final choice to fully explain the product features through the lenticular technique. This way we could easily show an hyperbolic, funny product demo overcoming even the more suspicious part of the target.

Explain why the creative execution was relevant to the product or service.

Simplicity of message used here clearly explains the product benefit. The technique of the lenticular postcard, not often used for creative messages, make consumers want to play with it to appropriate the creation and the message, and share it.
The product is strong because it has no competition, it’s a singular product so it deserves a singular communication.

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.

The result was amazing. The ads were strongly appreciated from both sector experts and general audience. Thanks to mailing (with sampling. and alongside road outdoor) product sales visibly grew. +3,5 in sale in the first months after the operation. And for the first time our client's managers received enthusiastic comments from customers.