When Sensodyne iso-active launched the key challenge was to connect and engage with a younger target market who thought of Sensodyne as an ‘old’ brand that didn’t clean as well as regular toothpastes. The campaign objective was to communicate the cleaning ability of Sensodyne iso-active while modernizing the brand, making it relevant to a younger audience. The strategy was to create an energetic visual mnemonic representing 'clean' that interacted with the target in new and innovative ways while PR fostered and facilitated the discussion necessary to build relevance and excitement around the brand. We started with an energetic weaving foam visual that cleaned everything in sight that moved through a variety of media. The campaign ended with the hijacking of an outdoor art event to showcase the weaving foam mnemonic with an innovative wall mapping projection. PR for the event was not only responsible for drawing the large crowds that night, but also for the explosion of press and coverage it received after. Sensodyne sales soared in the months after and impression numbers kept climbing proving that Sensodyne had broken free of their stodgy image and that a younger audience was indeed turning to Sensodyne iso-active for its cleaning ability.

To communicate the message of “deep clean” in a new and exciting way, we created a weaving foam mnemonic that weaved its way through several types of media. Then used an innovative wall mapping projection technology to create Canada’s largest branded 3D wall mapping projection on Toronto’s Union Station. The projection depicted a stream of Sensodyne iso-active weaving foam that cleaned Union Station as the building deteriorated and rebuilt itself. To best reach our target the foam appeared in places where they spent the most time such as: newspapers, event stations, online banners, an online interactive game and social networking sites including Facebook, Foursquare and Twitter. The grand finale took place when we hijacked the all-night art event Nuit Blanche where people watched the weaving foam clean the constantly deteriorating station. To prevent noise pollution people called in free to hear the sound effects in real-time, adding another element of interaction.

Leading up to the event iso3D was voted third most popular tip on Foursquare. Over 80% of the people who RSVP’d on Facebook engaged with other content on the page, dramatically beating the Facebook average. In addition, a targeted Toronto area Facebook ad campaign resulted in 3.2 million impressions.People who watched iso3D live and through digital media in the days immediately following the event totaled 6.3 million impressions. In the months following the projection Sensodyne iso-active experienced a 58% jump in sales to consumer. As evidence of changing consumer awareness and attitudes, Sensodyne iso-active was also named ‘Best New Product’ by Canadian Living and received a ‘Most Trusted Brand’ honour in a Reader’s Digest consumer survey.

The joint creative and PR campaign were responsible for a substantial increase in both sales and awareness for Sensodyne iso-active.