Advertiser: PROCTER & GAMBLE
Agency: RED AGENCY, SEVEN WEST MEDIA
Category: Best Use of Screens
Advertising campaign: THE BIGGEST BREAKTHROUGH
: (Yahoo!7 / Seven West Media)
: (Red / Seven West Media)
: (Pacific Magazines / Seven West Media)
: (MediaCom)
: (Procter & Gamble)
: (Red Engine TV / Seven West Media)
Execution
This campaign had no precedent in scale or execution. Running across TV, digital and print, it included 10 media firsts, two of which can never be repeated, and featured six of the television network’s highest profile talent as ambassadors. The highlight was (twice) pausing Australia’s highest-rating program of the year so far, for a bespoke 60-second Pro-Health commercial – no other advertisers, no station bumpers, a true solus ad. Normally a sacred, non-commercial environment, we ran Pro-Health branded Supers across screen in every peak programme, while the station’s own graphic idents were altered to incorporate the product.Pro-Health took over Yahoo!7’s homepage, transforming its logo into bubbling toothpaste, while the first three user visits to any of our other websites in our portfolio saw an Oral B execution.Off-screen, we ran breakthrough formats in New Idea across four weeks, including a first-ever Post-It coupon on the front cover, to close the sale.
Effectiveness
The launch of Pro-Health changed the game – the first time the category had seen such a shift in almost 30 years. By reaching 96% of Australians in one week, across touch-points, and in such a breakthrough fashion, we helped Oral-B Pro-Health reach a record 11% value share in grocery – in just one month. Critically, we saw the desired effect on Colgate, who suffered their lowest share in history at 59.6% - despite the aggressive instore promotion and heavy defensive above-the-line spending.From lab to shelf, Pro-Health arrived – putting a country on the path to better oral health.
Strategy
Australians were disinterested in toothpaste, and had the second-worst oral health in the developed world – they needed a new product to change the game when it came to oral health. After 15 years of ground-breaking research, Oral-B’s Pro-Health toothpaste would provide exactly that.The critical, first-of-its-kind breakthrough was to stabilise the magic ingredient (dentist-grade Stannous Fluoride) to be suitable and safe for consumer use. The challenge was to communicate the scale of this scientific feat, and to do so against a fearsome competitor, the established dominant toothpaste player, Colgate.In order to combat Colgate’s “sea of red” at shelf, the strategy was to bring the lab’s achievements to life in a truly breakthrough and integrated media campaign. This needed to achieve - and beat – our reach and share targets and deliver in media what Procter & Gamble would execute at shelf – Oral-B’s biggest breakthrough.