2016 Winners & Shortlists

Brief Explanation

Sensodyne’s dominance of specialist toothpastes was coming under serious threat from competitors like Colgate who began parroting the brands approach of dentist testimonials. This meant we had to create a more engaging call-to-action, one that provoked people to think about how they managed sensitivity. So when research told us that over a quarter of people were avoiding food/drink because of sensitivity pain, we spotted the perfect opportunity. Sensitivity wasn’t just affecting their choices, it was stopping them reveling in things that make life worthwhile. This became our mission: to help people enjoy life’s great little moments to the full!

Results and Effectiveness

Say #NoToSensitivity was a huge success outperforming all targets. The response was simply outstanding. We attracted 3x as many participants than we set out to with 2.6 million people engaging with and endorsing the campaign across social channels. From a business perceptive, the campaign not only contributed to an increase in sales but also drove market share. 2.6 times more sales: 13% increase in sales (value), Jan’15-Jun’15 vs. Jan’14-Jun’14 (benchmark 5%). 1.2% increase in market share (Pre/Post campaign) (Feb’15 vs. Jun’15). Which all means many more people across the Region are now enjoying life‘s little moments to the full!

Creative Execution

Through branded video content we shared stories of real people enjoying a sensitivity-free life and used specific trigger scenes within broadcast programming to integrate our call-to-action in relevant environments. We rallied audiences to share their own sensitivity-free food moments across Sensodyne’s owned channels and through socially-enabled outdoor screens allowing on-the-spot participation. In addition, on-ground activations and experiential events were used to drive the message home in the real world. Finally, we become the first brand in the Middle-East to run Cinemagraphs across social networks – bringing those celebratory food moments to life in a compelling way.

Insights, Strategy and the Idea

Whether it was watching football with the guys or simply relaxing with friends at the coffee shop – most of the food/drinks our target enjoyed during daily moments are sensitivity triggers. Traditional advertising wasn’t going to be powerful enough. We had to identify the key moments in their lives where they felt sensitivity was a major disrupter. Therefore, we created ‘Say No To Sensitivity’ - a clarion call for people to treat their sensitivity instead of coping with it. This ‘social movement’ was brought to life through a fully connected idea that was designed to inspire, inform and involve.