GSK's Sensodyne goes outdoor to drive home authenticity of product
By M4G Bureau - April 13, 2017
Laqshya Solutions planned and executed the multi-city campaign using over 150 key sites
For those suffering from tooth sensitivity, choosing between a whitening toothpaste and the one that helps relieve their sensitivity becomes a difficult choice. Usually, they are left with no choice but to compromise one for the other. With the launch of Sensodyne Whitening, GSK aims to offer the dual benefit of sensitivity relief along with restoring natural whiteness of teeth.
The brand made its presence felt in the outdoors by going all loud and visible. The campaign OOH duties were assigned to Laqshya Solutions. The OOH agency specialists put together a media plan that was high on dual strategy i.e. reach and frequency. The media were handpicked that could get the consumers attention by default and get the brand message going. To drive the message better, real consumers were included in the creative keeping the Sensodyne brand character of authenticity alive. The consumer preferred and highly endorsed brand by experts were visible in key cities like Delhi NCR, Mumbai, Hyd, Bang, Chennai and Kochi.
The month-long campaign focused on the multiple touchpoints promising the most impactful congregation of TG. The media picked were mapped in place to get the best setting to reach out on scale and influence. More than 150 panoramic sites were handpicked to magnify the campaign’s reach.
The selected media units looked compelling with the simple yet striking brand message ‘Sensitivity Relief and Natural Whiteness, I got both’ that were intelligently planned keeping in mind the traffic and audience movements. The communication kept hitting them on every arterial routes superimposing the brand and their message.
Speaking about the campaign’s success, Atul Shrivastava, Group CEO, Laqshya Media Group said, the campaign is undoubtedly the most visible brand in the outdoors these days. We are extremely proud to have associated with them on their OOH campaign for Sensodyne Whitening. The brand has been a synonym with sensitivity and to bring the other USP to life, we worked on a visually gigantic theme by picking the best media units that can guarantee eyeballs. We offered them nothing but the best. Our team has not just delivered them a successful campaign that’s high on visibility but, a strategy evolved media plan that would keep the buzz ongoing for long.”