MOUTHGUARDS

Silver Spike

Case Film

Presentation Board

TitleMOUTHGUARDS
ClientCOLGATE
Product / ServiceCOLGATE
CategoryA04. Best Use of Sponsorship
EntrantGPY&R SYDNEY, AUSTRALIA
Entrant Company GPY&R SYDNEY, AUSTRALIA
Advertising Agency GPY&R SYDNEY, AUSTRALIA
Advertising Agency 2 VML Sydney, AUSTRALIA

The Campaign

The brief was to create a campaign for NSW that, if successful, could be rolled out Nationally. The specific objectives were: 1. To find a cut-through and creative way of communicating the importance of kids protecting their teeth from damage, particularly in sports. 2. To stimulate word of mouth in the NSW community on the importance of kids protecting their teeth. Specifically to create a message that the media would willingly amplify. (At their expense, not ours!) 3. To create a credible relationship between sport and Colgate that would provide parents with an opportunity to talk about the issues with their kids. These objectives were driven by Colgate's commitment to social responsibility, although as market leader the company would obviously benefit disproportionately from any increase in category business that resulted from the activity. Campaign Target: Parents with kids playing sports and the public in general (to let them know that Colgate is a market leader in oral health care)

The Brief

To find a cut-through and creative way of communicating the importance of kids protecting their teeth from damage, particularly in sports. Stimulate word of mouth in the community on the importance of protecting their teeth. Specifically to create a message that the media would willingly amplify. To create a credible relationship between sport and Colgate that would provide parents with an opportunity to talk about the issues with their kids.

Results

In the first 6 games of the season the mouthguard was seen on the big screen at the stadium by an average of 26,814 people per game. Viewed on live TV by 3.8 million with print and paper having 4.1 million impressions. The ambient media started a trend across the nation as they tried to buy a branded Colgate mouthguards for themselves to emulate heroes. In the end, a tiny piece of media reinforced Colgate's reputation as the leading brand helping protect teeth on and off the field. The education program was taken to schools with the players visiting 10 schools. Where they with the school visit shown on leading Pay TV channel Foxsports and national papers. The message was taken online with videos of the visits shared to Australia's largest digital social fans of 3 million.

Execution

Someone took the mouthpiece idea to its literal extreme. What if our message could be placed in the mouths of the players. What if our message could be carried on a shout of triumph, on a smile? We approached the Rabbitohs, because of the club's strong reputation for community commitment and involvement. Their programme, Souths Cares Teachers' Aide Programme involves players going into classrooms on a weekly basis, to deliver tuition in reading and maths, as well as physical education and active lifestyles. This seemed tailor made to sharing oral health messages with kids. Colgate and the Rabbitohs shared red as a brand colour and a rabbit as a mascot. It was a match made in marketing heaven. Initially 5 weeks were planned for the campaign but due to popular demand, the mouthguard activation and public relations activity will continue for the rest of the season.

The Situation

Colgate, the market leader in oral hygiene solutions in Australia, is committed to playing a socially responsible role in educating kids in this area. With research showing that if good habits can be instilled before the age of 12, then they generally last for life. Colgate's Bright Smiles, Bright Futures program, provides education for kids and parents and attempting to influence both attitudes towards oral hygiene and behaviour, has been in place for more than 15 years. But its message had struggled to grab the media's and kids attention.

The Strategy

We felt that as our message was to be about protecting teeth, especially during sport, then it made sense to look at the potential of a sports partnership. Lots of brands walk hand-in-hand with sports. We needed our partnership to stand out by being credible in a world where many are gratuitous; it had to fit with Colgate's strategic objectives and that of our potential partner and most of all, it had to focus attention on teeth. The relationship alone would not be enough. We had to use the kids' heroes in a way that was unexpected and different. Just talking about oral protection would come across like we had simply paid them to say stuff they didn't really believe in. We talked at great length about how we could use the Rabbitohs stars as credible, interesting mouthpieces for our campaign.

Credits

Name Company Position
Amy Luca GPY&R Sydney Business Director
Aden Hepburn VML Sydney Managing Director
Andrew Dowling GPY&R Sydney Group Managing Director
Lisa Anne Taylor-Chong GPY&R Sydney Production Director
David Jackson VML Sydney Senior Art Director
David Joubert GPY&R Sydney Creative Director
Julian Watt GPY&R Sydney Executive Creative Director