Results and Effectiveness

This campaign delivered against the key objectives set for the 10 week launch period achieving: • Sales value share of 5.5% in the highly competitive manual toothbrush category • A retrial rate of 3.2 - exceeding the goal by 28% • 79% brand awareness and 26% brand recognition, exceeding ad norms expectation by 26% and 5% respectively In the absence of any real competitor and without the benefit of price promotion, WISP’s successful launch in Australia can be directly attributed to the effectiveness of the communication in establishing a clear role and usage occasion for this new product.

Creative Execution

To deliver “impressive now” we needed ‘Now’ media channels that allowed for multiple messaging necessary to address the numerous, relevant social moments we sought to target. Communication was also required to stay in market continuously to prompt retrial. Online, OOH and ambient media was used to reach the target in environments most relevant to the need to be ‘impressive’ while highlighting the product’s on-the-go benefit. A combination of advertising placements on business related online sites, transit outdoor, coffee cup and in-elevator advertising targeted consumer’s desire to impress at work. Social networking sites, transit media, bathroom media in clubs, pubs and gyms and static OOH located in high social or entertainment areas addressed consumer’s need to impress socially. Finally, advertising in retail environments and in-store POS prompted purchase and repurchase consideration close to the point of purchase.

Insights, Strategy and the Idea

WISP is a disposable toothbrush that requires no water. Business and communication objectives at launch were clear – WISP needed to establish brand awareness and recognition at IPOS ad norm expectations within a 10 week period and deliver manual toothbrush sales value share of 5% and a retrial rate of 2.5 times. Eighteen to thirty five year olds were identified as those with the greatest propensity for product uptake. This confident and self-assured generation aim to impress and look for brands that will provide them with the confidence to do so. We identified the target was more likely to be receptive to our message when they were considering the risk of social awkwardness. The strategy was to target the audience during times and in places where their need to impress was heightened. We sought to offer a solution that would help them to be “Impressive Now”.