Oral B Vitality
The Power of a smile!
Turquoise Blue linked up with Terbell Ltd to help with staffing and logistics on their Oral B Vitality promotion
Challenge
- Create a sense of understanding with an emotional brand connection
Objectives
- Position the product as the essential toothbrush
- Educate on the benefits of Vitality
- Drive traffic in-store & to the website (Data capture)
- Generate consumer loyalty
Solution
Intrigue – Stimulation – Satisfaction
Clever creative that will help the team to engage consumers. Approachable staff with winning smiles. Wickedly cool attraction and backdrop for the Vitality photo call
Results
- A positive, fun experience convinced consumers to buy into the brand. Oral B Vitality toothbrushes sold out in many of the stores that were within close proximity of the promotion. Good brand awareness for the website.
- A data base of loyal consumers that had experienced the power of a smile was created for future marketing
Target Market
- Female bias, 20 to 32yrs old
- Early adopter, Fun loving
- Blogger / Myspace users
Venues
High footfall, nationwide shopping centres
Execution
Through Oral B Vitality your smile will open doors!
- Consumers initially attracted by the cool campervan acting as the stand and backdrop for the Vitality photo call then realise the potential of their smile to win them a host of prizes that money can’t buy
- The Vitality team demonstrated the power of a smile creating a positive brand experience - "Your Smile could win you..."
- A digital photo was taken, posted on the Vitality web site upgradeyoursmile.com and an SMS text message reminder was sent to the consumer
- The promotion ran at the same time as in store promotions to encourage consumers to buy there and then. On purchase of the product in-store the consumer also received 100 Boots points on presentation of the their Vitality smile text message