In Australia improvement in oral health had plateaued and was beginning to decline. Over half of Australians had oral health problems and only a third where doing something about it.

We needed to create a campaign which was engaging and elicited action in what is considered to be a low interest category.

The plan was to take what could have been a dry subject and make it fun and engaging. The execution was a fully integrated campaign which incorporated mouths literally demanding attention. TVCs, online and print ads were used to make Australians and healthcare professionals aware of the signs of a particular oral health condition or issue. The advertising was used to drive our audience to the 'Listen to your Mouth' website for more information. It then connected them with the right GSK oral health product so they could feel the difference, resulting in healthier mouths and healthier sales.

As part of this integrated campaign the website was launched in Australia in May 2014 and was supported by television advertising. The television campaign ran for 3 weeks in Victoria with a clear call to action driving viewers to the website. This was underpinned by print advertising which ran nationally for the month of May to coincide with the website launch, and then again in August through to November 2014.

In a usually dry, crowded and low interest market our creative execution was colourful, fun and engaging. This allowed for a clear point of difference from competitors, and showed the strength and originality of the campaign. The strength of the creativity can be seen in how relevant it was for the brand, allowing a strong link between the oral conditions identified and the GSK oral health portfolio of products to be drawn.

Overall, the campaign results led to increased awareness, healthier mouths and healthier sales.

The website results have been impressive. We had 16,000 views over 3 months (TV ran in Melbourne only for three weeks). Average dwell time on website over the 3 month period was four minutes per visit.

Since launch the site has enjoyed almost 60,000 visits, with an average dwell time of almost 5 minutes!

• Average time on page from July–December was 4.26 (Google analytics) against an industry average (Pharmaceutical and Medical products - Hitwise) of 2.11

• It was the second most visited branded oral health site in Australia in the three months following launch (August,September,October)

• Two months after launch its visit share was less than 1% behind the most visited oral healthcare site in Australia (Oral B)

• A month following launch LTYM had 52% more visitors (Hitwise stats – 24,895/16,380) than the Colgate site