THE INCOMPLETE NEWSPAPER by OMD Mumbai for Listerine

Adsarchive » Promo , Case study » Listerine » THE INCOMPLETE NEWSPAPER

THE INCOMPLETE NEWSPAPER

Pin to Collection
Add a note
Industry Oral Hygiene
Media Promo & PR, Case study
Market India
Agency OMD Mumbai
Released February 2011

Credits & Description

Category: Best Use of Print
Advertiser: JOHNSON & JOHNSON
Product/Service: MOUTHWASH
Date of First Appearance: Feb 6 2011
Entrant Company: OMD INDIA, Mumbai , INDIA
General Manager: Lalit Agrawal (OMD)
Associate Business Director: Ajay Varghese (OMD)
Media Group Head: Julie Mitra (OMD)
Senior Media Buyer: Amit Mayekar (OMD)
Media Supervisor: Sandeep Powle (OMD)
Executive Vice President: Ashish Medhekar (JWT)
Associate Vice President/Senior Creative Director: Abhay Arekar (JWT)
Senior Creative Director: Maneesh Phatak (JWT)
Account Manager: Roma Das (JWT)
Account Executive: Evleen Kohli (JWT)
Media placement: Print- Single Innovation Ad - The Times Of India - 6 February 2011

Insights, Strategy & the Idea

Mouthwash is a very low involvement category in India. Listerine wanted to establish itself as an ‘oral health care expert” and become a part of the daily oral health care regime of consumers.

Target audience - men and women, 25-44 years old, upper class in top 35 towns.

They strongly felt that brushing their teeth twice a day was good enough for their oral health and considered mouthwash as a ‘not necessary’ product.

We wanted the consumer to CHANGE HABIT – from just brushing to brushing and rinsing with Listerine.

Key insight: a tooth brush reaches only 25% of your mouth. Hence your oral health is “INCOMPLETE” if you are only brushing your teeth.

We found that the TG was very particular about their personal grooming and wanted everything to be perfect. So we used the hook of ‘INCOMPLETE’ oral health care to jolt them out of their long entrenched habits.

Creative Execution
Communication hook - “Anything incomplete can be a pain”.

Medium – daily newspaper (a very high involvement medium).

The big idea:

The medium becomes the message.

On 6th February 2011, we published the first ever “Incomplete Newspaper” with The Times of India, the largest selling English newspaper in the world.

The front page had all incomplete articles and lots of blank spaces to drive home the message that anything incomplete can be a pain.

Teaser messages were strategically placed below each article. Page 2 presented Listerine as “ESSENTIAL” to complete oral health care followed by page 3 which had the completed articles.

The message was delivered at a time that was apt from the brand perspective – immediately before or after brushing the teeth in the morning.

For the first time “The Times of India” customised its actual editorial to an advertiser’s communication, giving the campaign credibility and reach.

Results and Effectiveness
The Incomplete Newspaper jolted 7.4 million readers across 35 cities effectively.

As a result of this…

Listerine's market value share went up by 80 bps over the previous month, consolidating its position as the number 1 brand in the mouthwash category, beating market performance of 300 bps (indexed). Sales of smallest size SKU grew by 400 bps, indicating increase in sampling - people were actually breaking their habits.

CONSOLIDATING ITS POSITION AS THE NUMBER 1 BRAND IN THE MOUTHWASH CATEGORY

BEAT MARKET PERFORMANCE BY 300 bps (indexed)

SALES OF SMALLEST SIZE SKU GREW BY 400 bps, INDICATING INCREASE IN SAMPLING- PEOPLE WERE ACTUALLY BREAKING HABIT