Cannes Lions

DENTAL FIXATIVES STRIPS

MARKETDATA DIRECT & DIGITAL, Curitiba / GLAXO SMITH-KLINE / 2009

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Overview

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Credits

Overview

Execution

In order to show the real benefit of Corega fixing – making eating easier-, we developed the idea: “With Corega, eating can be this easy”. This concept was put into practice in a good-humored action that capitalized on the traditional brazilian habit of eating corn on the cob. In a park, a promoter equipped with a corn-trolley approached possible users of dental prosthesis, but instead of serving real corn, the promoter offered them free opaque jellies identical to corn-cobs.

Outcome

Due to its relaxed approach, the action achieved great acceptance among the target audience. People who tried the corn were surprised, encouraging others to do the same – spreading the Corega message. In many cases, one simple corn-cob was shared by different people, encouraging immediate comments about the product’s benefits. Therefore, the 1.200 distributed corn-cobs have impacted over 3 thousand people, generating a 23,4% increase in consumer’s phone calls asking for more information and samples.

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