STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Results and Effectiveness
Oral B outsold all other flossing products on the market. This campaign - twinned with an in-store promotion - saw sales rise by 43%.
Creative Execution
Radio was central to the idea. The idea is simple: eat then floss then brush. Our radio ads follow food-related radio ads. Over the course of 4 weeks, our ads ran directly after random food radio ads; for example, Burger King, McD's, Cadbury, TGI Friday, etc. Each radio ad followed a food radio ad.
Insights, Strategy and the Idea
The brief was to not only communicate the effectiveness of flossing with Oral B after eating, it was also to instil the importance of flossing and brushing DIRECTLY after eating - as proven by dentists. P&G products - namely Colgate and Oral B - are 'best-selling' brands in the Middle East. The insight is that dentists agree people ought to floss right after eating. The unique angle in the execution of the idea is that the use of radio is perfect to target household decision-makers (mothers) who listen to radio, on average, 6-8 hours a day. Radio is one of the cheaper mediums, and is one of the more effective mediums in the Middle East.