The Campaign

Denture wearers in Thailand is increasing. Wearing denture is a life changing experience. They undergo all kinds of problems especially confident loss which keeps them from enjoying life the fullest. Growing the brand and sales, Polident needs to leverage needs and demonstrates the product benefits that consumer are looking for. A double-digit growth is targeted By utilizing the key insight – confident loss of denture wearers to create a campaign which helps bringing back the same smiles and laughter they once had. There will be no fear of denture slippery when using Polident. The integrated campaign is initiated to bring back the golden age confidence. “Wai Khao Khor Kerd” the next big show is shaped to be a stage for their happiness aiming to engage new users. We utilize the partnership with the most famous comedy show to produce 40+ year old show and contest; singing, dancing, laughing with Polident. With nationwide recruiting activity, the finalists compete in a 9-week TV show endorsing the brand in a ‘real testimonial’ way and end the campaign with charity concert Polident sales increased by 33% when compared with same period last year. Campaign reached to 8.5 million people.

The Brief

Increase brand penetration and product usage by double-digit growth with the campaign to trigger Thai denture wearers and their families to consider Polident. We expected the campaign to get closer to target, leverage RTB with insightful triggers.

Creative Execution

The integrated campaign is initiated to bring back the golden age confidence. Polident presented “Wai Khao Khor Kerd” the next big show which is shaped to be a stage for their happiness aiming to engage new users. We utilize the partnership with the most famous comedy show production in Thailand to produce 40+ year old show and contest; singing, dancing, laughing together with Polident, there is no fear of denture slippery. With nationwide on-ground PR and recruiting activity, new users and the families are well engaged with the campaign and product. The finalists compete in a 9-week TV show endorsing the brand in a ‘real testimonial’ way. We end the campaign with charity concert and donate all profits to national senior artist foundation.

Polident sales increased by 33% when compared with same period last year. Campaign reached to 8.5 million people. 73% of total participants are new faces. 97% are satisfied with the campaign and most of them will recommend others to try Polident. National media and free PR coverage valued 5.6 MB

Utilizing key insight – confident loss of denture wearers to create a campaign which helps bringing back the same smiles and laughter they once had. There will be no fear of denture slippery when using Polident.