The impact and efficacy of this activation was made stronger by the cinema environment which is captive, ensuring that each and every patron unwittingly co-operated with the activation making the total effect overwhelmingly impactful, involving, credible and interactive. What could have been a standard straightforward, unemotional sampling exercise was turned into an interactive, fun and humourous activity involving and encompassing each and every person in the target audience.

Dirol Whitening is a newly introduced, unique chewing gum that contains an ingredient that actually whitens your teeth. Our communication goal was to draw attention to this property and to lend credibility to the teeth whitening claim by actively demonstrating the product’s USP, involving the consumer integrally in the activation.

Dirol Whitener had to achieve maximum impact on an extremely limited budget. We therefore decided to source unusual, attention grabbing opportunities to demonstrate the core benefits of the product within very niched and relevant media. Word of mouth and amplification via Pr exposure was then used to leverage the budget

Within the darkened cinema environment,patrons were exposed to a contagious laughter track encouraging them to laugh and smile.When they did,they were surprised and entertained by seeing each other’s teeth standing out super white. (This was done by reflecting UV light from the front of the cinema onto the audience).In this activation,the consumers themselves became the medium.The message worked that much harder in that our target marke became involved "demonstrators" of the benefits of the product.

The youth market is inundated with advertising messages and tends to be very cynical. They take nothing at face value. They expect communication to either intrigue, reward or entertain them before they will bestow their valuable time and attention on it.

We opted for the youth stronghold of cinema but more specifically because it provided a controllable lighting environment for this experiential commercial. Patrons entering the cinema received complimentary packs of Dirol to sample inside the cinema. The Dirol brand personality is fun, unexpected and lighthearted and the activation brought the teeth whitening message to life in exactly that manner.