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 Epco Stations)

Creative Execution

One of the most recognized symbols of product innovation is the car wash. We transformed 27 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, experiencing this 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 to our Iso-Active stations. . People also experienced this revolutionary technology in Virgin Megastores; their number one source for the latest in technology, and in cinema foyers in front of entrances to the latest action and futuristic movies.

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. Their looking for a cosmetic whitening solution and their 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 enhancement and pain relief to this innovation hungry target. The challenge was to attract the younger generation to a brand that is predominantly 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…