Polident Promo, Case study POLIDENT GOLDEN GLITTER by Grey Kuala Lumpur

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Industry Oral Hygiene
Media Promo & PR, Case study
Market Malaysia
Agency Grey Kuala Lumpur
Art Director Loo Kok Seng
Copywriter Sunny Ng
Producer Ahmad Khalili
Strategic Planner Charu Harish
Released April 2011

Credits & Description

Category: Healthcare and Services
Group Executive Creative Director: David Sin (Grey Group Kuala Lumpur)
Copywriter: Sunny Ng (Grey Group Kuala Lumpur)
Art Director: Loo Kok Seng (Grey Group Kuala Lumpur)
Client Service: Lina Montero Soto (Grey Group Kuala Lumpur)
Client Service: En Ng (Grey Group Kuala Lumpur)
Client Service: Prem Jit Gill (Grey Group Kuala Lumpur)
Client Service: Tan Shy Ying (Grey Group Kuala Lumpur)
Client Service: Alana Sze (Grey Group Kuala Lumpur)
Strategic Planner: Charu Harish (Grey Group Kuala Lumpur)
Media Manager: Nicole Fincato (Maxus)
Media Buyer: Qian Tua (Maxus)
Av Director: Sulaiman Abu Bakar (Grey Group Kuala Lumpur)
Producer: Ahmad Khalili (Pixelpost)
Media Sales Manager: Shahrizal Abdul Rahim (Astro)
Head Of Branded Content: Haris Ismail (Astro)
Media placement: CONSUMER PR - ASTRO TV CONTEST - 17 April 2011

Summary of the Campaign
Polident is a denture adhesive that provides a firmer fit for dentures. But as a new brand in a brand-new market category, it needed more than a product claim - especially with Malaysian denture wearers, who have learned to cope with the hassle and embarrassment of dentures.

Change the focus from “how do we advertise a firmer fit?” to “how do we demonstrate in real life the confidence and vitality that using Polident brings?”

Instead of an ad that showed this, we created a show that proved this. Polident Golden Glitter ('Kilauan Emas') is a reality TV singing competition that turned denture wearers into nationwide stars.
Beginning with an unprecedented age requirement for contestants (45 years old and above), Golden Glitter became Malaysia’s most improbable phenomenon - from the live auditions attended by thousands to the TV episodes viewed by millions.

Polident saw a 68% increase in sales while doubling trial rates and tripling growth rates. Golden Glitter has been renewed for a second season, with plans for similar shows in Indonesia, Philippines, Thailand and Singapore.

Polident proved to denture wearers - as well as millions of Malaysians - that dentures or old age is no obstacle to speaking, smiling and singing with confidence.

The Situation
More than 2.1m Malaysians wear dentures. Most have learned to deal with the embarrassment dentures could cause – would they wobble? Fall out?

Over the years, they developed coping mechanisms like eating alone or not participating socially. They hid behind the cultural code that expects the older age group to be more reserved.

At the time, the category of denture adhesives was non-existent. The denture wearers had never experienced any product that can help provide a firmer fit for dentures and bring back their confidence when they eat, laugh or sing.

The Goal
Polident Denture Adhesive needed more than just the product claim of a better fit. It needed to remove the embarrassment and break the taboo connected with dentures overnight, and to increase awareness and change denture wearers’ mindset from resignation to action.

The Strategy
We discovered that denture wearers interpreted singing in public as a sign of confidence. For them it represented freedom - being able to do anything. It was a psychological victory to be able to overcome the embarrassment, express themselves and be acknowledged in public.

So we created a reality TV singing competition unlike any other in Malaysian broadcast history – one exclusively for people aged 45 and above. (73% of Malaysian denture wearers are in the age group of 45-64 years old - Synovate 2011.)

Polident Golden Glitter (or 'Kilauan Emas' in Malay) was a platform that broke the shame barrier and provided real-time proof of efficacy. It showed how denture wearers and their peers could sing their way to nationwide acknowledgement and admiration. We set out to create something that would build a multiplier effect and generate consecutive moments of truth.

The show consisted of 5 episodes, 30 minutes each, plus a 1.5-hour finale.

Surround and create a multiplier impact: Print and radio ads, point of sale, digital channels and recruitment TV promos were used to encourage participation 2 weeks before auditions started and 4 weeks during the auditions.

Recruitment drive for reach and education: The nationwide auditions were launched in 4 major cities from May 7, 2011. These events were also used as vehicles for Polident awareness and education. As with popular shows like American Idol, the auditions became part of the content of the TV episodes, which began airing from June 24, 2011.

Prime sponsorship messaging: Throughout the show, Polident had prime sponsorship position, solid airing of Polident thematic commercials and even a hotline to answer questions and provide samples.

Documented Results
1. 77% increase in total Polident sales (GlaxoSmithKline Internal Sales Audit)

2. 115% increase in calls for sample packs (GlaxoSmithKline Internal Sales Audit)

3. Trial rates doubled by 132% (Synovate, 2011)

4. Awareness of denture adhesive category grew from 30% to 46% (Synovate 2011)

5. Over US$500,000 in free media coverage, 3 times the value of the sponsorship (Maxus)

6. Golden Glitter became the most popular TV programme in the nation amongst Malays 35+, even beating primetime shows (Astro Satellite TV Services)

7. Golden Glitter has been renewed for a second season, with plans for similar shows in Indonesia, Philippines, Thailand and Singapore.