The media recommendation was based on which channel that would generate the best exposure for the brand, and deliver the product message to the widest audience. They also considered the format that optimised the ads visual impact.

A full-page press insertion was chosen on the basis of reach and strength of the creative idea. With a circulation of 900,000 and potential audience of up to 2 million people across 32 London boroughs, The London Evening Standard was deemed to be the right platform to maximize engagement. The execution also went live on social media channels in the UK and Sweden.

As a result of the activity, a potential audience of up to 2 million came into contact with the Oral-B brand. The print ad was also tweeted by members of the public – proving that it sparked interest and was positively received. On Facebook, the ad reached a total of 90,000 people in UK and Sweden.

Moreover, the execution represented a substantial shift towards the business goal of the client; to drive large-scale awareness of power brushes via reactive, tactical content. It also succeeded in changing attitudes towards an oral care brand and its ability to have relevancy beyond the category.