Communication hook - “Anything incomplete can be a pain”.Medium – daily newspaper (a very high involvement medium).The big idea:The medium becomes the message.On 6th February 2011, we published the first ever “Incomplete Newspaper” with The Times of India, the largest selling English newspaper in the world.

The front page had all incomplete articles and lots of blank spaces to drive home the message that anything incomplete can be a pain.Teaser messages were strategically placed below each article. Page 2 presented Listerine as “ESSENTIAL” to complete oral health care followed by page 3 which had the completed articles.The message was delivered at a time that was apt from the brand perspective – immediately before or after brushing the teeth in the morning.

For the first time “The Times of India” customised its actual editorial to an advertiser’s communication, giving the campaign credibility and reach.

The Incomplete Newspaper jolted 7.4 million readers across 35 cities effectively.As a result of this…Listerine's market value share went up by 80 bps over the previous month, consolidating its position as the number 1 brand in the mouthwash category, beating market performance of 300 bps (indexed). Sales of smallest size SKU grew by 400 bps, indicating increase in sampling - people were actually breaking their habits.CONSOLIDATING ITS POSITION AS THE NUMBER 1 BRAND IN THE MOUTHWASH CATEGORYBEAT MARKET PERFORMANCE BY 300 bps (indexed)SALES OF SMALLEST SIZE SKU GREW BY 400 bps, INDICATING INCREASE IN SAMPLING- PEOPLE WERE ACTUALLY BREAKING HABIT