Design > Graphic Design & Design Crafts

SENSITIVE

LOWE SINGAPORE, Singapore / SIGNAL / 2013

Awards:

Shortlisted Cannes Lions
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Overview

Credits

OVERVIEW

BriefExplanation

People with sensitive teeth have to put up with intense, shooting pain when they consume something hot or cold. But while they want an effective solution, finding the right toothpaste isn’t easy in an already saturated segment. The main objective therefore, was to make sure Signal’s advertising broke through the clutter, which is prevalent in this category.

ClientBriefOrObjective

Every year, a growing number of people suffer from dental hypersensitivity. This is caused by a general shift in a richer consumption pattern consisting of sugary and acidic foods. These factors wear out the enamel faster than we think. And as a result, our teeth becomemore sensitive to hot and cold items. The client wanted to position Signal Sensitive Expert as the perfect preventive measure for the various pains associated with sensitive teeth.

Implementation

Putting up with the pain that sensitive teeth brings is an everyday affair. It became obvious to us that in order to connect with sufferers, we had to use daily food items to highlight the problem.

We took common hot and cold food items and dramatized the pain that would be unleashed into its victim. The carefully crafted ads not only drew much attention, they resonated with individuals who suffer from sensitive teeth.

By hyper-exaggerating the agony, the campaign clearly positioned Signal Sensitive Expert as the best remedy for extremely painful situations.

Outcome

The campaign was initially intended only for The Middle East, however the results were so encouraging that the Client is now planning to run this campaign across 5 other markets.

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