Sensodyne: Future Now
As market leader in the sensitivity toothpaste category, Sensodyne was under attack.
Its successful scientifically-led campaigns were now being copied by mainstream toothpaste brands - you know the ones: 'As a dentist, brand X is the only one I recommend blah blah blah'
Trouble is, when you're the market leader, everyone is after a bit of your profit, so Sensodyne were not only having their testimonial idea copied, they were now being outspent by the challenger brands.
So, they needed do something beyond yet another dentist testimonial.
The solution was to tap into the growing trend of science and technology becoming mainstream entertainment - y'know giving an audience something they might actually want to watch...
In partnership with Discovery Networks we created Future Now – a series of five films focussing on how Sensodyne’s product technology is applied in the wider world and crucially, were also entertaining and interesting.
Future Now was housed in a Discovery entertainment hub, not a Sensodyne sponsored environment - so it felt like shows that were coming directly from Discovery.
With a combined viewing time of over 7000 hours in it's first three months, the films appeared in Discovery’s TOP 15 viewed videos globally.
In fact, the aggregated hours spent watching Future Now was the equivalent of every episode of the Simpsons 39 times over.
...and I know what you're all dying to ask me, 'Yes that's all very impressive Dave, but what does the ROI look like?'
Well, to back it all up: the films also delivered business and brand results. Here's the kind of numbers that traditional advertising thinking couldn't achieve:
Sensodyne’s Purchase Intent increased by 37%
Propensity to buy increased 10%
And 56% of viewers felt more favourable towards Sensodyne
Having run in six markets, Future Now is now being planned for roll-out across a further 50 countries with some markets taking the series to TV.
It also continues to win a bunch of awards world-wide, including:
Awards:
The Lovie Awards: Internet Video: Long Form or Series
Festival of Media Global Awards: Best Use of Native Advertising