The 30 Days Smile Trial
The 30 Days Smile Trial

Ogilvy Dublin has launched a new campaign for GSK Ireland designed to promote Oral Health Awareness for the month of September featuring Corsodyl, Sensodyne, Pronamel and Aquafresh brands.

The campaign, entitled “The 30 Days Smile Trial” features a dedicated smiletrial microsite inviting consumers to take a quiz on their oral health needs, receive a GSK recommended product and coupon to trial for the month. As a reward for participating, consumers who share their smile through social channels, enjoy the possibility of winning a range of exciting prizes on the Smile Trial platform.

The campaign features RTE 2FM’s Jennifer Zamperelli who posted a video of her own Smile Trial experience to promote participation and a 2FM radio partnership on her show. It also includes a series of animated educational VOD and social content on maintaining good dental health, programmatic display, online retailer partnerships, POS advertising and influencer activity.

Eilis Tobin, GSK Ireland: Oral Health Awareness month is typically filled with educational events designed to promote trial of our product range. This year, with physical activations simply not an option, we worked with the team at Ogilvy to create our first 100% virtual experience to educate consumers about the importance of oral health and to incentivise trial of our products. The new approach allows us to reach consumers with dynamic content across a vibrant range of digital touch-points, including geo-location targeting.

Marcus Hartung, Creative Director, Ogilvy Dublin: “We’re delighted to partner with GSK on this exciting virtual experiential programme. It’s a lovely example of how we build dynamic brand experiences when physical contact is just not an option. We’re always keen to find new creative ways to drive commercial results for our clients.”