The use of fun, colourful, eye catching displays attracted the public, where they could engage with the likeable Aquafresh character Stripey, who interacted with the kids teaching them how to brush their teeth.
Its Trolley Patrol roamed participating stores armed with a large toothpaste box and bright stop sign, inspecting shoppers' trolleys and handing out spot prizes to those found with the brand's product. In this way shoppers were targeted away from the in-store displays and booths creating additional brand interaction moments.
The various mall activities, aimed at creating fun mother and child moments, helped turn teeth brushing time into a pleasurable activity. Shoppers were also rewarded for their purchase with a range of giveaways including timers that help reinforce the concept of brushing for two minutes as well as toothpaste squeezers and special colour changing mugs.
Zinto performers constructed interesting and informative industrial theatre pieces at various strip malls, using music and dance to highlight the two minute message and correct brushing technique, educating and entertaining the crowds.
"Positive feedback received from the campaign showed that consumers like to interact with brands and find that campaigns that include the consumer as a participant as opposed to a static entity are more effective in driving the messaging home. Feedback also highlighted that mothers appreciate receiving educational information in an entertaining format making it easier to digest, while their children also absorb the message turning teeth brushing time at home into a fun activity," concluded Michelle Combrinck, MD Zinto Marketing Group.
