The Sensodyne Relevancy campaign was launched to raise awareness around the topic of tooth sensitivity and how it affects consumer enjoyment during social food occasions. The solution was to use Sensodyne, as it relieves tooth sensitivity and lets its users enjoy their favourite cold food and drinks again without any concern or worry about their sensitive teeth.
The media campaign was officially launched on 4 Sept 2014 together with a TVC airing on all major TV stations. We used real consumer testimonials in the TVC, where the consumer narrated her past experience of suffering from tooth sensitivity and how it affected her enjoyment in social occasions with friends.
We also launched an ice-cream truck known as "Trak Ceria AisKrim" to further amplify the campaign. "Trak Ceria AisKrim" made daily stops at hypermarkets and hot-spots around the Klang Valley over a two week period. At the stops, our crew challenged consumers to take the instant "Chill Test" by biting into a free popsicle and distributed Sensodyne trial packs. The digital and on-ground elements of the campaign were tied together with the hashtag #tiagangilu, which made headway on Twitter, Facebook and Instagram.
TVC - Malay