Oral-b Promo DID YOU KNOW? by Mediacom London

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Industry Oral Hygiene
Media Promo & PR
Market United Kingdom
Agency Mediacom London
Released July 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Chief Executive Officer: Gilad Kat (MediaCom)
Communication Planning Supervisor: Inbar Suberi (MediaCom)
Category Manager: Michal Heller (Procter & Gamble Israel)
Distribution: Nir Shaulski (Diplomat)
BTL Manager: Avital Fadida (Promarket)
Chief Executive Offcier: Doron Tal (Saatchi Interactive)
Public Relations: Ronit Stern (Stern Arieli)
Head of International Department: Comi Karmon (Geller Nessis Publicis)
Media placement: Instore Communication (Signs/jumpers) - 6 Different Executions - All Leading Supermarket And Pharma Retail Chains In Israel Nationwide (SuperPhar - July 2009

Describe the objective of the promotion.
Launching the new Oral B anti-bacteria toothbrush, we needed to explain to consumers why they needed an anti-bacterial toothbrush. We realised that for Israeli consumers, bacteria issues were perceived as completely unrelated to the toothbrush category and therefore did not reflect an existing need for purchase. In addition, the brush category is considered low involvement where brand and variant choices are mostly made on impulse in-store. Our challenge was to communicate a message our audience didn’t want to hear about a category they didn’t really care much about – a tough task if we wanted to raise awareness and sales!

Describe how the promotion developed from concept to implementation
Following extensive research, we developed a set of provocative insights to raise the bacteria issue in the category, structured as “Did You Know?" trivia-like questions. As category learnings showed that toothbrush purchase is impulsive and decisions mainly made in-store, we shifted our focus to POS, where we faced yet some additional challenges. Given the unique characteristics of the category – small products, shelved only on pegs, with limited display space – we needed to find alternative methods to get noticed in-store. We couldn’t advertise in the “right” place, so we devised a strategy of advertising in exactly the “wrong” place.

Describe the success of the promotion with both client and consumer including some quantifiable results
Sales were up 10% one month after the campaign (vs. pre-campaign). Three months after the launch, the positive trend continues with sales growing +18% year-on-year. Most importantly, Oral B gained market leadership from Colgate in the toothbrush category: major achievement! Colgate is an oral care mega brand, active in several sub-categories, while Oral B is only active in the toothbrush category and its ad investment is about half of that of Colgate. The provocative insights we revealed helped us to generate great PR coverage (estimated 40% of total investment), and even created demand from professionals to try the new brush.

Explain why the method of promotion was most relevant to the product or service
We used “point of sale”, but not “point of toothbrush sale”. Instead we implemented anti-contextual touchpoints in-store, away from the toothbrush aisle. We featured our "Did You Know?" jumpers at the POS of other categories in which the anti-bacteria concept is already established: the toilet cleaner section (...recommended distance between the toilet and the sink prevents microparticles reaching toothbrushes when flushing), the medicine section (… change toothbrush at the beginning and end of illness…), etc. This strategy enabled us to talk to prospects in environments where the competition does not usually communicate - therefore receiving more 'stand out' and attention.