The brief
After careful research, GlaxoSmithKline (GSK) decided the time had come to promote all of their consumer-facing oral care products for the first time in one campaign.
Having delivered a variety of digital projects for the company over the last eight years, we were asked to be a key generator of the campaign. Our brief was to raise awareness of their wide product range - including Aquafresh, Corsodyl, Macleans, Poligrip and Sensodyne - and help consumers to achieve better oral health.
The campaign needed to promote the specialised nature of GSK's range, the different uses for each product, and encourage consumers to invest in a wider range of products better suited to their individual needs.
The approach
We devised a two-month campaign urging the nation to "Love Your Mouth"!
A dedicated website was built featuring 'The Mouth Match' - an interactive online test that allowed consumers to check the health of their mouth and receive free advice on their oral health needs and the products they should use to achieve a healthy mouth. Based on their Mouth Match results, users were offered the chance to download a money-off coupon for products that suited them.
The 'Take the Mouth Match challenge' was promoted on and offline to invite people to visit the site and take the test. An online display campaign ran across multiple sites such as MSN and included a yahoo.com takeover day.
This was supported by local radio ads and a three-second add-on to the client's existing oral care TV commercials, as well as targeted in-store point of sale promotions and info-tainment across all UK multiple retailers, in addition to the distribution of promotional material and leaflets at dentists and other healthcare outlets.
The result
Over 120,000 people visited the Love Your Mouth website in just eight weeks - an average of 1,960 unique visitors a day.
Over 90% of visitors took 'The Mouth Match' challenge and received a personal health recommendation, while over 60% of these users downloaded the e-coupon, rocketing conversion rates.