Cannes Lions

CREST WHITENING TOOTHPASTE

MEDIAVEST USA, New York / PROCTER & GAMBLE / 2007

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Presentation Image

Overview

Entries

Credits

Overview

Execution

The Irresistibility IQ Quiz at CrestIQ.com told her how irresistible she really was and then offered expert dating tips, sweepstakes, and IQ scores from her favorite personalities. A MySpace profile for an imaginary woman, “Miss Irresistibility,” allowed visitors to complete the quiz in that social network environment. Members could add her to their virtual friend network. This integrated program helped measure a young female’s social currency while creating a direct relationship with our brand.

Outcome

In a slow growth category, we bested historical norms. Successful introduction led to an aided awareness increase of 49% (goal: 22%). There were 400,000+ quiz completions on CrestIQ.com and Miss Irresistibility attracted more than 48,000 friends. Lastly there was a 23% increase in dollar share.

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