WE GAVE A STAGE TO THAILAND’S GOLDEN AGE!

We launched a three-part campaign around Polident’s unique singing competition.

First, we set out to recruit our singing stars. Auditions were held in key cities around the country (including Chiang Mai, Khonkean and Bangkok), to recruit talented Thais aged 45 and older.

We backed up our on-the-ground events with in-programme promotion and reached out to dentists and retailers in key provinces across the country.

When we had our finalists, we partnered with the highest-rating daytime programme for our target – singing show “Masterkey”. Our finalists competed in Masterkey over 13 episodes to impress a judging panel that included some of Thailand’s biggest names as well as a Polident spokeswoman.

To extend interest during the TV show and afterwards, we put our contestants to work – sending them out to raise money for an elderly shelter.

THE CAMPAIGN REACHED A JAW-DROPPING 7M ELDERLY THAIS - MORE THAN 86% OF OUR TOTAL TARGET.

We attracted almost 1,000 registrants with 43% wearing dentures.

The MasterKey show was watched by 3m people.

The impact was massive:

• Total brand awareness rose from 68% to 75% - +10%

• We attracted free PR worth an estimated 2,000,000 Baht (US$70,000) thanks to more than 50 articles

• Best of all, total Polident brand sales grew by 81%, with sales of Polident Cleanser up by 120%

In 2013, Thailand’s denture wearers will have another opportunity to get singing again...all thanks to Polident.