Oral-b: EAT THEN FLOSS THEN BRUSH

Credits & Description:

Client PROCTER & GAMBLE
Product ORAL B
Entrant LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: Broadcast: TV, Cinema, Radio
Title: EAT THEN FLOSS THEN BRUSH
Product/Service: ORAL B
Entrant Company : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Advertising Agency : LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Media Agency : STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Regional Executive Creative Director
Jean Traboulsi Leo Burnett Managing Director
Mohamed Oudaha Leo Burnett Creative Director
Sunny Deo Leo Burnett Senior Copywriter
Janelle Erickson Leo Burnett Dubai Copywriter
Simon Raffaghello Leo Burnett Dubai Copywriter
Mohammad Aram Leo Burnett Art Director
Ammar Safi Leo Burnett Dubai Art Director
Dan Newton Leo Burnett Agency Producer
Sachin Mendonca Leo Burnett Dubai Communication Supervisor
Rupa Antony Leo Burnett Dubai Jr. Communication Executive
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.