Don't Stop the Story- Oral-B Campaign

Just like flashing projector lights, irrelevant background slides, and mismatched presentation attire can distract from a presentation, food stuck in your teeth can and WILL distract from whatever story you may be telling. It is for this reason we, SLAPFACE ads have created this campaign for Oral-B Floss picks, a product that we believe CAN save all our stories from Life’s everyday antagonist: FOOD.

Situation Analysis

In 1950, a periodontist by the name of Robert W. Hutson designed and patented the first Oral-B toothbrush, creating the Oral-B brand name. This company started as a small, family-owned business run out of the basement of the Hutson family home, and grew into a brand name recognized in households across the world.

The Oral-B company is known for being a company of firsts, they designed the first nylon bristled toothbrush, they created the first electric toothbrush, and their toothbrush was the first toothbrush on the moon. Now, they sell more than just toothbrushes, they’ve expanded into toothpastes, flosses and other oral health products, all backed by research that they openly share with their public. However, in addition to promoting their products, they focus on promoting dental hygiene as a whole, whether or not customers are using their products. Oral-B has high quality, research-proven products, but the higher prices are causing sales to decline. This evaluation and research we did led us to our problem statement:

“Because of their higher comparative costs and limited media presence, Oral-B is losing business to lower quality competitors.”

Target Market Analysis:

How can we solve this problem? We started with conducting research to pinpoint our target market, and discovered that our lowest hanging fruit is you. Well educated, middle to high class income, and aged between 18 and 34. Our research also concluded that our customers are ambitious, practical, and striving to live healthy lifestyles.

STRATEGY:

Our strategy based of both primary and secondary research, we found that:

• 42% of consumers floss because they want a clean looking smile

• 80% of consumers sometimes don’t floss because it takes too much time

In our focus group, we found:

• Many people don’t use floss because they forget, or because it is takes too much time

• Often times, people floss before events, where they want to make a lasting impression

This research led to our consumer and brand insights. We found that: (brand insights)

• No one likes to be embarrassed.

• People value others opinions of themselves.

As far as the brand goes, we found that: (Consumer insights)

• Oral-B values the relationship they have with their customers

• Oral-B produces high quality, innovative products

Strategy Statement:

For the ambitious opportunists who understand the importance of a lasting impression, Oral-B’s floss picks provide the quality cleaning that encourages a confident smile for life’s unexpected encounters.

CREATIVE CONCEPT:

Considering our young target market has just barely assumed authorship of their life story, we decided to center the creative around storytelling and the effect that un-kept teeth can have on the delivery thereof. These determined young authors, just beginning to write the most important chapters of their lives don’t want anything, including food particles, getting in the way of their narrative. Don’t distract from the story I’m telling, Don’t disturb the story I’m creating. - They say

To embody our opportunists’ everyday plight we adopted the tagline

“Don’t Stop The Story.”

The advertisements, through both visual and textual means, tell various stories rudely interrupted by food, to symbolize the effect a dirty smile has on the listener’s reception.

Tone and Manner :

Overall the ads appeal to opportunists because they need things that are attention-getting and orderly, but also easy to understand and fun to look at.

The majority of our print, outdoor, and alternative ads are text heavy. The large amount of text separates our ads from many others, and the random food particles will confuse, yet captivate the audience.

Print Ads:The copy used is exciting and relatable, so much so that when the story is interrupted, the audience mourns the loss of the narrative. We interrupted the narrative with foods that are statistically proven to get stuck in your teeth. (read body copy ads)

Social Media: For our social media ads, we decided to focus our efforts on Instagram. As you can see, its a great platform to tell a story, It fits our target market, and it focuses on appearances. Our goal in these ads was to show relevant, real life situations. (read caption, mention hashtag)

Outdoor Ads: Our outdoor ads are clean-cut and simple while still managing to tell a story. We used the same color scheme as Oral-B products and went for a look of cleanliness and simplicity, just like our floss picks.

Radio (auditory representation of the effect food can have on your delivery of a story.

Broadcast ads:

• TV spot: (used TV medium to discuss real-life situations. All ads are realistic, but this spot emphasizes an actual real life situation.)

Alternative:

These ads are strategically placed in locations where Oral-B floss picks can be of use. For example, movie theaters because it is one of the biggest storytelling arenas on the planet. Similar to the TV spots, these ads are depictions of real life situations.

The Promotion

How often have you gone to a movie, bought popcorn, then while casually munching on popcorn and watching your movie (or if you’re like me, watching the previews because it seems as though the popcorn is gone before the movie has even started), you get a kernel stuck between your teeth? Throughout the rest of the movie, you’re focused on getting that kernel unstuck, rather than paying attention to the movie itself. You miss out on the action of the movie because all you can think about is leaving the movie to get the junk out of your teeth.

Everyone has experienced this pain and that is why the Oral-B Floss Picks promotion will be a cross-promotion with AMC Theaters. With every popcorn purchased, the customer will receive a number of floss picks, depending on the size of popcorn purchased, so a small would get 2, a medium 3, and a large would get 4 floss picks. This way, when this unfortunate event occurs, movie enthusiasts will be given the necessary tool to combat those unwanted, pesky kernels. Also if a little sum-sum or a smoochy-smooch is in the works, Oral-B floss can help aid that romantic subplot as well. Avid movie watchers can keep the story going and continue to enjoy their movie.

Media Plan:

You’ve given us 10 million dollars, and we’ve done our best to utilize that money as efficiently as possible. Most of the funds were spent on TV spots, like Hulu and the Food Network, followed by movie theater ad placements in AMC theaters to go with our promotion, which will play during popular movie times like . We also plan to utilize social media, radio, and billboard ads throughout this year long campaign.

Conclusion:

After we have told our many stories of snack scares and social saving, through the mediums most exciting and relevant to our audience, How will we know when our story is being heard?

Patronage of our social media should increase dramatically accompanied by the increased circulation of the #DONTSTOPTHESTORY.

The product usage should increase by at least 10%

Young opportunists everywhere after this campaign will recognize the quality functionality of Oral B floss picks, and will select them as their utensil of choice to help create the rest of their stories.

We are confident they will learn that with Oral B floss picks,t they truly can live happily ever after.

THE END.

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Ashley L - Ashley M - Jordyn - Melanie