Client: GSK
Entrant: MediaCom
Authors: Andrew Niven, Claire Taylor, MediaCom
Contributing author: Liz Boulter, Grey
Credited companies - Creative agency: Grey; media agency: MediaCom; integrated agency: Stockdale Martin; brand consultancy: MEAT
Media used: Couponing/leafleting, direct marketing, magazines, newspapers, online display, PR, sales promotion, search, TV, website/microsite
IN A NUTSHELL
Through heightening consumers' awareness of the shocking impact of gum disease with hard-hitting advertising, Corsodyl doubled in size from £10 million to £21 million, with a payback of £1.20 for every £1 invested.
SUMMARY
Fourteen million people a year suffer from bleeding gums. This paper outlines how from 2008-2009 "The campaign for healthy gums" meant Corsodyl gained the biggest growth from one of GSK's smallest brands through hard-hitting advertising, which mimicked public service announcements showing the shocking impact of gum disease. It delivered a payback of £1.20 for every £1 invested in the short to medium term, projecting to £2.31 in the long term, helping GSK to outperform all its major competitors within the oral care market. Corsodyl doubled in size from £10 million to £21 million, and the campaign grew the otherwise static medicated mouthwash market by 33 per cent and helped relieve nearly one million more people from the pain of gum disease.
JUDGE'S COMMENT
This was a simple, well-constructed case that proved strong business results from a low base. It also demonstrates the success of driving a category through engagement.
Chris Jansen, managing director, British Gas Services & Commercial.