You can't talk about products on Thai TV, so we focused on how Polident gives you confidence.

Brands that want to make products into TV stars have to toe a careful line in Thailand. Board of Censorship rules mean that brands cannot show or talk about product benefits in programmes.

To promote denture products from Polident – a new product in Thailand – we focused on how the product helped our target live richer, more confident lives.

Our message centered around the fact that Polident gave them the reassurance to know that their dentures looked natural and wouldn’t slip out or embarrass them.

Having identified a message that wouldn’t break Thailand’s strict rules, we created a talent show for an audience that was all but ignored by Thai TV.

Most entertainment programmes in Thailand target teen to young adult target, despite the fact that more than 50% of Thais are aged over 40.

Working closely with Masterkey, a gameshow programme our target already loved, we got elderly Thais signing for Polident.

By featuring both Thais with dentures and those without, we demonstrated false teeth or own teeth, great singing is simply about having the confidence to take to the stage.

PROMOTING POLIDENT CONFIDENCE ON TV, VIA AUDITIONS AND WITH EVENTS ACROSS THE COUNTRY

Our message of confidence lived on Masterkey, a gameshow that our target of elderly Thais already loved but we didn’t stop there.

To boost awareness further we held national events to recruit contestants. 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, PR and reached out to dentists and retailers in key provinces across the country to ensure elderly Thais watched Masterkey.

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

We attracted almost 1,000 contestants 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.