Oral-b: SMILE INDIA MOVEMENT

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: PROCTER & GAMBLE

Product/Service: ORAL B

Date of First Appearance: Dec 1 2010

Entrant Company: MEDIACOM, Mumbai, INDIA

Marketing Director: Kainaz Gazder (P&G)

Marketing Manager: Sharat Verma (P&G)

Assistant Brand Manager: Ritu Mittal (P&G)

Country Media Manager: Archana Aggarwal (P&G)

Assistant Media Manager: Aparna Bhawal (P&G)

Professional Marketing Manager: Neha Ahuja (P&G)

Professional & Scientific Relations Manager: Sapna Shetty (P&G)

Associate Manager – External Relations: Sonam Aron (P&G)

Senior Business Director: Anupama Biswas (Mediacom Communications)

Business Director: Gaurav Virkar (Mediacom Communications)

Media Purchases Director: Natasha Kapoor (Mediacom Communications)

Business Director: Pradnya Popade (Mediacom Communications)

Business Group Head: Tarun Kishore (Mediacom Communications)

Business Manger: Vishvam Dhote (Mediacom Communications)

Senior Business Manager: Sumedh Sawant (Mediacom Communications)

Associate Vice President: Rakesh Hinduja (Publicis Ambience India)

Creative Director: Vivek Rao (Publicis Ambience India)

Account Director: Kiran Dodiya (Encompass Events)

Senior Account Manager: Rhea D'Souza (Corporate VoiceIWeber Shandwick)

Account Supervisor: Amanda Mendonza (Corporate VoiceIWeber Shandwick)

Media placement: TV - Vignettes,Factoids,Aston Bands, Coming Ups, Dentist Bytes, Public Bytes And Epis - 1st Dec 2010

Media placement: Print - Print Ad In Leading Daily Newspaper - 8th Dec 2010

Media placement: Radio - Factoids,Dentist Bytes, Public Bytes And OB Links - 9th Dec 2010



Insights, Strategy & the Idea



Business challenge:



ORAL-B currently lags behind Colgate in dentist endorsement and superior cleaning equity. Communication goal of the Smile India Movement was to convince Indian consumers to see ORAL-B as a dentist endorsed brand that stands for superior oral health



Insight:



Category inertia needed to be shaken-up and the word needed to come straight from horse’s mouth ie. dentists



Idea:



1.Getting dentists to talk about what they use themselves vs what they trust:

Competition claims of Number 1 brand RECOMMENDED by dentist were flanked with this movement driving the strong message that Oral-B is the Number 1 brand USED by most dentists



2. Movement Creation and signing up for pledge:

Guinness-world-record for highest number of free dental check-ups gave the scale and generated huge WOM for the movement. Media hailed this achievement which gave brand huge mileage



3. Free dental check-ups:

FDCs led to grass-root level consumer engagement and education.



Creative Execution

Three-fold creative strategy:

1. Create context for ORAL-B to be associated with superior oral health

A nation-wide A C Nielsen survey was used to bring forth the abysmal status of oral hygiene in India. These credible factoids were used as a trigger communication across mass media to generate awareness and raise eyebrow of average Indian.

2. Establish Oral-B’s credentials

ORAL-B joined hands with IDA and 10,000 dentists to make India hear about oral-hygiene straight from horse’s mouth. Free Dental check-ups were conducted at the grass-root level to educate consumers. Association with dentists boosted to the fact that ORAL-B is the brand dentists themselves use most-often.

3. Amplify thru’ media tie-ups

Guinness -world-record was created in conducting maximum number of free-dental-check-ups by ORAL-B. Multimedia and its credible spokespersons i.e. TV anchors, celebrities, RJs, Print advertorials were used along with dentists Free coverage worth INR 100 million against INR 0.92 million invested.



Results and Effectiveness

1. Sales increased by 50% higher than planned and 38% higher than corresponding period last year

2.Association of ORAL-B with the equities of “The brand for people like me “& “Used by dentists” grew by 29%.

3. Aided awareness of ORAL-B FDC grew by 47% and aided awareness for ORAL-B Smile India Movement was 24% in the first year of the movement

4. Broke Guinness World Record for conducting the largest number of free dental checkups in 24 hours at a single location

5. Whopping 10,000,000 people signed up the pledge