The Campaign

The marketing goal for 2013 was to increase market penetration by 3-4% and brand awareness by 2-3%.In terms of BTL, the goal was to touch 20,000 consumers, using hygiene education to communicate the importance of denture cleanser tablets to the TA’s health. The “2013 Polident ‘Jia Ba Li’ Celebrity Gala Tour”incorporated ‘Taiwan temple culture’. Using specially-designed mobile stage trucks, we took our variety show on an island-wide tour that included temples and night markets. We penetrated deep into local culture, striving to get face-to-face encounters with the mature-aged residents. The 150-min show included product-promotion talk-show segments, as well as its own campaign song, achieving uninterrupted brand exposure and education about proper denture care in a natural manner. Toured 22 cities and counties in Taiwan, there were 41,122 touches, achieving a touch rate of 206%; and 13,645 actual experiences. Up to 33% of actual experiences were not only event participants, but also Polident denture cleanser new trials.It got the TA to actively and directly participate in hygiene education campaigns previously considered boring. They learned about denture care, and that have healthy dentures to enjoy a happy ‘Jia Ba Li’ life.

The Brief

Since going on the market, Polident denture cleanser has seen constant growth. It has achieved 82% brand awareness among Taiwan’s denture wearing population, and has become the leading brand in the denture care category. In 2011-2012, however, growth slowed. The marketing goal for 2013 was to increase market penetration by 3-4% and brand awareness by 2-3%, as a means of expanding overall market growth. In terms of BTL, the goal was to touch 20,000 consumers, using hygiene education to communicate the importance of denture cleanser tablets to the TA’s health.

Creative Execution

The “2013 Polident ‘Jia Ba Li’ Celebrity Gala Tour”incorporated ‘Taiwan temple culture’. Using specially-designed mobile stage trucks, we took our variety show on an island-wide tour that included temples and night markets. We penetrated deep into local culture, striving to get face-to-face encounters with the mature-aged residents. The 150-min show included product-promotion talk-show segments, as well as its own campaign song, achieving uninterrupted brand exposure and education about proper denture care in a natural manner.

Toured 22 cities and counties in Taiwan. There were 41,122 touches, achieving a touch rate of 206%; and 13,645 actual experiences. Up to 33% of actual experiences were not only event participants, but also Polident denture cleanser new trials. The “Polident ‘Jia Ba Li’ Celebrity Gala Tour” got the TA to actively and directly participate in hygiene education events previously considered boring. They learned about denture care, and that you need to have healthy dentures to enjoy a happy ‘Jia Ba Li’ life.

“2013 Polident ‘Jia Ba Li’ Celebrity Gala Tour” What is 'Jia Ba Li'? When Taiwanese say auspicious words to seniors, they wish them a long life. The centenarian epitomizes the traditional concept of ‘good fortune’. In Taiwanese, ‘Jia Ba Li’ means ‘live to be 120’, literally ‘still eating at 120’.Only proper denture cleaning will prevent disease from entering via the mouth and ensure an abundant ‘Jia Ba Li’ life. What appeals to TA? Familiar celebrities appealed to the seniors’ nostalgic sentiments. The friendly variety show entertained the seniors and made them happy. The TVCs and radio ads employed a format the seniors were familiar with. The senior-themed event gave seniors, their neighbors and friends a chance to ‘kai gang‘ (chat).