Within the darkened cinema environment, patrons were exposed to a contagious laughter track encouraging them to laugh and smile. When they did, they were surprised and entertained by seeing each other’s teeth standing out super white (this was done by reflecting UV light from the front of the cinema onto the audience). In this activation, the consumers themselves became the medium. The message worked that much harder in that our target market became “demonstrators” of the benefit of the product.

Dirol Whitener had to achieve maximum impact on an extremely limited budget. We therefore decided to source unusual, attention grabbing opportunities to demonstrate the core benefits of the product within very niched and relevant media. Word of mouth and amplification via PR exposure was then used to leverage the budget.