Sensodyne offers a range of toothpastes, mouthwashes and toothbrushes specifically formulated for people who have sensitive teeth.
Working closely with Pegasus PR, we were tasked with helping to launch a new product, Sensodyne Complete Protection from GSK and demonstrate how Novamin technology can improve sensitive teeth.
We needed to bring Sensodyne Complete Protection front of mind and help people understand ‘Sensitivity’ and its impact on their everyday lives.
By launching the activity in London, we needed an iconic location that would provide a clear link with the capital and ease of access for the press and Londoners – Potters Field was a perfect location for its location and its proximity to the major and Tower Bridge.
Past research highlights that the brand message needs to receive high spectator value. To ensure this we created clear impactful visuals that provided the brand with both advertising and an emotional engagement.
We needed to stimulate the online community and inform them about the various activities that were going to happen. Hotcow reached out to a ‘Youtube celebrity’ to engage them in the activity by sharing and inviting followers to talk, tweet and participate in the event. (this is the first time ever in the UK this has happened)
What we did
‘The Great Sensitivity Test’ consisted of 3 different zones providing an emotionally engaging experience at multiple different levels.
Zone 1: The Sensitivity Zone – A dynamic 360 stand that offered people a choice of experiences; a 10 minute sensitivity dental check with 1 of 10 professional dentists, a chance to play and win a prize with the ‘How Sensitive Are You’ buzzer game, free product samples and advice from top Sensodyne brand representatives at the Product Demo area.
Zone 2: The Giant Molar – Standing tall at 4 metres height, the gleaming white molar set against the iconic Tower Bridge backdrop offered the public a fantastic photo opportunity experience. Trained Brand Ambassadors invited passers by to have their picture taken, which could then be retrieved online after the event.
Zone 3: An Official Guinness World Records attempt for the World’s Largest Oral Hygiene Lesson – Dental expert [insert name] guided a crowd of 232 people through an oral hygiene lesson in an attempt to break a world record. The lesson not only educated the crowd, but our staff offered onstage entertainment and called for crowd participation to generate more fun and excitement!
The campaign was part of a wider ATL activity linking in with digital, PR and media activity.
So what happened?
- 150 media mentions – giving the campaign had an overall reach of 4,000,000
- 6,480 Sensodyne Complete Protection toothpaste samples were distributed
- 600 Sensodyne goody bags were rewarded to consumers
- 232 people participated in the World Record attempt
- 230 people had pictures with the Giant Molar, 125 of these taken with our professional online photo retrieval experience
- 200 dental sensitivity checks were carried out on the stand