Oral-b Promo WHITENING POST-IT NOTES by Publicis Sao Paulo

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Industry Oral Hygiene
Media Promo & PR
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 February 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
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/promo/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)
Account Executive: Hildebrando Neto (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Photographer: Marcus Hausser (Marcus Hausser Studio)
Production: Juliana Pereira (Publicis Brasil)
Production Company: Pix Post (Pix Post)
Video Director: Marcus Tornovsky (Pix Post)
Media placement: Direct Mailing - Dentist Office - 14 February 2011

Describe the objective of the promotion.
P&G wanted to narrow its relationship with dentists and become closer and more present in the lives of these professionals. We needed to develop an activation action with dentists to promote the Oral-B Pro-Health Whitening toothpaste and its main benefit: whiter teeth.

Describe how the promotion developed from concept to implementation.
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.

Explain why the method of promotion was most relevant to the product or service.
We developed a creative low-cost promotional material that explained in a simple and clear way the main benefit of the product, and that the dentists could use daily in their office.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With a creative solution that was both low costing and highly useful for everyday activities, we further strengthened the connection between P&G and dentists, increasing the share of mind with the Oral-B brand’s most important audience. An initially small activation action, it ended up impacting over 100,000 dentists throughout Brazil.