ADVERTISING WORK: Oral-B
Posted by Raluca Turcanasu on / 0 Comments
Oral-B needed a campaign to increase awareness and favorability of the Romanian upper class target for the electrical toothbrushes.
So, the strategic and senior creatives at Leo Burnett identified the most suitable local influencers for the target and for the brand voice: famous radio presenter Mihai Dobrovolski (Dobro) and TV actress Adela Popescu. The TVCs showed them in settings proper to the brand – the dentist cabinet, but in a casual tone of voice: an old customer, a friend making a regular check up and finding out about this gadget.
The advertorial print campaign used a custom art direction for the male and female segments of the target. The male oriented one showed Dobro and Florin (the dentist) in a comic like treatment, inspired by the treatment in A Scanner Darkly. The female one, with Adela, looks like a page in her dairy, with her favorite accesories and gadgets lately.
The campaign continued with small TV Tags, with the 2 endorsers presenting different products, such as:
A follow up campaign only focused on Dobro and his radio station colleague Matei, who bet on their toothbrushes: which brush polished better a carbonic ice piece.
We also worked a 2D animated TV Tag to prove how many Romanians chose Oral-B power brush. The work was done with Chainsaw Europe.
