Cannes Lions

LISTERINE MOUTHWASH

MINDSHARE INTERACTION, Mumbai / PFIZER / 2007

Presentation Image

Overview

Entries

Credits

Overview

Execution

Five “Listerine Yahoo Voice Audibles” ranging from dramatic to charming (almost seductive) were created in Hindi and English to give a “Listerine fresh” touch to everyday lingo, to drive home Listerine’s proposition of a “germ-free, fresh breath”.

These lines were aligned to everyday messenger conversation situations with friends and colleagues.The microsite content and game portrayed oral germs as villains and Listerine as the hero rescuing the “teeth-city” from these villains.

Outcome

Yahoo estimates 400,000 opt-in downloads and 1.2 mn uses (average) per month of Listerine audibles. FactorTG study revealed that online advertising campaign on Yahoo increased aided awareness by 9% and purchase intent by 10%. With only the Internet campaign, sales increased 4 times vis-a-vis previous 3 quarters of 2006.

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