2010 Winners & Shortlists

Results and Effectiveness

Within a three month span (oct-dec 2009) Pronamel Whitening took the market by storm, achieving a market share of 2% across the GCC; a big achievement for a small brand. MBC received over 500 photos in the first week, 88 of those were sent directly to MBC even before our website officially opened. (Ac Neilsen- MBC) Over 8 weeks, Dr Majd received an average of 50 emails a day, asking questions about the whitening solutions that Pronamel offered. Our microsite got over 12,000 page views for the duration of the show. (Starcom IP)

Creative Execution

By creating our own segment entitled “Because Health is Beauty” during MBC 1’s popular morning show, featuring Dr Majd, we were able to offer a complete dental makeover to contestants with severe cases of acid erosion. Announcers in the show encouraged young adults to send photos of their eroded smiles to mbc.net/Sensodyne for a chance to be selected. The show took eight cases from before to after offering cosmetic solutions, and long-term maintenance schemes -brought to you by Sensodyne’s Pronamel, naturally.

Insights, Strategy and the Idea

When it comes to dental health, the most trusted source is a dentist. When it comes to beauty people tend to trust their friends. To try and capture our image conscious target, GSK launched a revolutionary new toothpaste which tackled acid erosion, and at the same time offered a cosmetic whitening solution. While people trust dentists, everyone hates visiting them. Our challenge was to get the expert dental advice out of the clinic, and into the home. To do this, we created a makeover show with a difference…a dentist. Meet Dr. Majd. ‘Because Health is Beauty.’ Every morning people would turn on MBC 1 to find Dr. Majd discussing the painful truth of acid erosion, and how one simple brush of Pronamel can reduce the danger, and whiten their smile.