Unilever: Pepsodent ACTION 123 Mobile Karaoke Competition

 

Client: Unilever
Product: Pepsodent ACTION 123 toothpaste
Category: Health & Beauty
Agency: Mindshare Indoesia
Country: Indonesia
Year:  2015

 

Campaign Summary

Pepsodent ACTION 123, which was launched in 2010, suffered from the perception that it was not worth the extra seven cents it cost compared to normal Pepsodent. What the brand needed was something down-to-earth, that people could relate to and enjoy. Being seven cents more expensive in a market where consumers are super cost-conscious about personal care products, the challenge was to get them interested in the brand.

The brand aimed to position Pepsodent ACTION 123 as having three benefits: it protects against cavities, keeps teeth white, and maintains fresh breath.

 

Objective and Context

The target audience was identified as housewives aged 21 to 40, who are constantly looking for value when purchasing products for the family. Mobile phones are their main means of communicating with family and friends, and also the main way they access social media.

While doing research, Pepsodent realized that many consumers enjoy watching reality shows on TV, and a majority of them are huge fans of the music genre dangdut, which is traditional Indonesian folk music. On the other hand, Indonesia is a mobile nation. More than 100 percent penetration of mobile devices means there is at least one phone for each person, but most of them are feature phone users. Pepsodent is the people’s choice and hence the campaign did not want to discriminate. Whether a consumer has the newest iPhone or an old Nokia, Pepsodent made sure that everyone could join the party with a simple and intuitive campaign.

Music! Everyone loves it! And in Indonesia, they love dangdut.

 

Creative Strategy

“It is better to have broken heart than tooth ache” is a lyric made popular in a dangdut song by Meggi Z. The brand took this as its inspiration, creating a Pepsodent ACTION 123 dangdut song that highlighted dental care. The song, posted to YouTube, took a humorous spin on the pain of toothaches. It communicated that a toothache is worse than a broken heart because it is harder to fix. The song also questioned viewers: why would they choose something that only offers one or two benefits, when they could get Pepsodent ACTION 123 with three benefits?

TV being king with audience, and with dangdut’s profile so high, Pepsodent not only used the innovative dangdut jingle, but also sponsored the famous dangdut talent show D’Academy, conveying the message that having Pepsodent ACTION 123 with three benefits is absolutely amazing.

The mobile piece of the campaign was a karaoke competition, produced in partnership with Indonesia’s three biggest telcos: Telkomsel, Indosat, and XL.

Through a call-to-action launched across multiple media channels including TV commercials, display ads, content built into D’Academy episodes, radio, targeted SMS and on-ground activations, the brand invited people to audition in groups. Video clips and the jingle on YouTube were also used to popularize the song, while Facebook ads enticed people to watch the video and participate in the karaoke competition.

Pepsodent communicated with its core audience via targeted SMS and invited them to participate in the competition via a missed call. The interactive voice response (IVR) technology then called them back to provide a full version of the song and lyrics for reference. A karaoke version of the jingle then followed for contestants to sing. They could also play it back and re-record it if necessary. Registration of each participating group was completed via interactive SMS, which is enabled across all mobile devices.

The winning entrants were then given the chance of a lifetime to perform on the stage of D’Academy.

 

Results

Here are the results from the campaign:

  • Approximately 10,000 people recorded entries and joined Pepsodent mobile karaoke.
  • The jingle video had 1.2 million views in five weeks, reaching more than 2.3 million people. There was also an exponential increase in search volume for the song on Google during the campaign.
  • Most importantly, the product saw growth of 89 percent compared with the same period (Q1) of the previous year. Market share of the product grew from 1.8 percent to 2.6 percent year-on-year.
  • The campaign leveraged the reach and accessibility of mobile phones to get everyone involved in the format of their favorite music genre.
     

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