Cannes Lions

ORAL-B TOOTHBRUSH

DIGITAS, Boston / PROCTER & GAMBLE / 2006

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The push-to-web integrated promotion of the new Sensitive Advantage® toothbrush launched on Valentines Day and included the “Brush With Romance” microsite and billboard on NASDAQ’s MarketSite in New York City’s Times Square.   Billboard advertising, print advertising in Soap Opera Digest, and OLA drove consumers to microsite www.brushwithromance.com where they could star in their own romance novel by completing three simple steps. A personalized romance story is then read aloud by one of three celebrities: Fabio, A. Martinez and Tia Carrere.  Consumers could also send their customized romance novel to a friend, spreading interest in the new Oral-B Sensitive Advantage toothbrush virally.

Outcome

The promotion, launched on Valentines Day, created immediate news attention.  CNN covered the toothbrush launch with a four-minute story on the site, and the promotion was also featured in USA Today and numerous other newspaper articles, online stories and blogs. Additionally, thousands of women visited and continue to do so.

Similar Campaigns

12 items

1 Spikes Asia Award
#ShareTheLoad

BBDO INDIA, Mumbai

#ShareTheLoad

2018, PROCTER & GAMBLE

(opens in a new tab)