The Campaign

The world is changing, so is the marketing industry. With the growing demand of newer experiences, virtual reality is making its mark in the marketing arena. So, we went on to materialize the very first virtual reality based on-ground activation campaign in Bangladesh. Introducing Pepsodent Germinator, a virtual reality game where one can get into a virtual world inside the oral cavity and shoot germs with Pepsodent and kill them all in an intense battle against time. Of course, in two rounds, promoting the idea of brushing twice: day and night.

The Brief

Overall Budget: USD 51,600 Breakdown of cost: Game Development – USD 15,000 Game Hardware Setup – USD 2,300 Booth & Branding Design – USD 1,500 Booth Making – USD 17,000 Brand Promoter & Sales Personnel – USD 1,800 Maintenance – USD 14,000

Creative Execution

The challenge was to execute the idea in real life scenarios and to make it accessible to people of all traits. To do that, an attractive and futuristic game booth setup was first deployed in front of Star Cineplex in Bashundhara City Shopping Mall, where one of the highest number of footfalls is generated every day and then in Chittagong International Trade Fair, where for a short time a lot of crowd gathers. Perfect positioning and addictive game play made the game an overnight success. Amazing prizes were given away to those who can complete both day and night brushing levels. People flocked in numbers to experience, to compete and to win. People from all ages and different demographic segments participated and enjoyed equally and subconsciously taking home the message of brushing twice a day.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign generated huge social media coverage. Everyone got a chance to share their achievement after playing the game which got much viral reach in social media. The game has been played by around 30 Thousand People and seen by approx. 0.8 million people till date. Close to 3 thousand prizes have been distributed and 2 thousand products has been sold from the booth. Through this campaign, Pepsodent gained top of mind awareness with a fun engagement introducing out of the box tools which created a lot of buzz. Pepsodent Germinator indeed became talk of the town through its amazing experience.

Explain why the method of promotion was most relevant to the product or service

Pepsodent Germinator VR Game Booth Campaign is a complete unorthodox and out of the box brand experience for the consumers. The tech-based fun activation was carried out in two very prominent touchpoints in Bangladesh and generated huge brand engagement. It created top-of mind-awareness and generated huge PR for the client.

The target audience of this activation is mostly Young people aged between 5-30 Years. But it drew attention of the other part of the demographic as well. Along with young people aged people played the game to feel the new experience of VR and to get involved in the intense competition and hype. Income wise target was wide, as the activation places had footfall from a very wide range of income segment. The approach was to attract people with a lively booth and make them play the VR game to win amazing prizes. The booth showcased product for selling them to interested customers. But main focus was to create a top of mind awareness that Pepsodent Germicheck kills germs like no other.