2010 Winners & Shortlists

Results and Effectiveness

• Exceeded annual sales objective by +25% in 4-month span (GSK Sales Team). • Over 36, 000 (18-29) visited our car washes spending on average about 15 minutes per visit (Filled out entry forms at Enoc Epco Stations). • Racked up PR value worth 125,589 USD. • Overall this quality time with our consumers cost us 1.30 USD per consumer. • Competition has created a consumer database of 36,000 young adults – which we now use for direct marketing - on-line & mobile. (Filled out entry forms at Enoc EpcoStations).

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 realized that we would have to avoid traditional media, and so we focused on the perfect metaphor for 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 firsthand 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 RJ mentions on Dubai’s hippest radio stations drove thousands of our youth to the Iso-Active stations.

Insights, Strategy and 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 a revolutionary new toothpaste with ‘gel to foam’ technology offering image enhancment and pain relief to this innovation hungry target. The challenge was to attract the younger generation to a brand which is predominantly used by their parents. To do this we had to convince them that Iso Active’s innovative technology was the coolest thing to hit the toothpaste world.