AT THE CAR WASH by Starcom Dubai for Sensodyne

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AT THE CAR WASH

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Industry Oral Hygiene
Media Promo & PR, Case study
Market United Arab Emirates
Agency Starcom Dubai
Released June 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: GLAXOSMITHKLINE
Product/Service: SENSODYNE ISO ACTIVE TOOTHPASTE
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: STARCOM , Dubai, UNITED ARAB EMIRATES
Associate Director: Sara Metwally (Starcom MediaVest Group)
Media Executive: Heba Attallah (Starcom MediaVest Group)
Senior Media Executive: Fatemah Al Sabah (Starcom MediaVest Group)
Regional Media Director: Alexandra Reynolds (Starcom MediaVest Group)
Regional Planning Director: Mark Hamilton (Starcom MediaVest Group)
Media placement: Ennoc Epco Stations - Car Washes - June 1st 2009

Results and Effectiveness
Exceeded annual sales objective by +25% in just four months. Over 36,000 (18-29) visited our car washes spending on average about 15 minutes per visit. Racked up PR value worth US$125,589. Overall the quality time with our consumers cost us US$1.30. Competitive has created a consumer database - which we now use for direct marketing (online and mobile).

Creative Execution
Dubai has been built in a bubble of bling and those most affected are the younger generations. It's the external appearance that really matters to them-particularly their cars. When their car shines, they shine. To attain credibility we realised that we would have to avoid traditional media, so we focused on the perfect metaphor of this new product innovation - the car wash. We transformed car washes nationwide into huge 3D mouths. By driving into the car wash, youth across Dubai took a journey into a larger than life, inner mouth cleaning experience. They saw first hand the magic of this new technology, and were able to experience the unique transformation of gel into foam. 10 lucky winners got the chance to win free car washes for a year. Announcers in social magazines and radio jockey mentions on Dubai's hippest stations drove thousands of our youth to the Iso-Active stations.

Insights, Strategy & the Idea

Sensodyne's heritage is strongly rooted in relieving tooth sensitivity among 35+ year-olds. According to GSK research- 28% of 18-29 year-olds suffer from sensitive teeth but do little about it. They're looking for a cosmetic whitening solution and they're willing to suffer for it. GSK had the answer: To launch Sensodyne Iso-Active. The magic of the product is a new technology making the product a gel that transforms into a foam as soon as it enters the mouth. With that we now offered image enhancement and pain relief to this innovation-hungry target. The challenge was to attach the younger generation to a brand that is predominately used by their parents. Through effective media we aimed to bring the product's innovation to life by encouraging a younger audience to try it...