Listerine
Complete the Incomplete
Campaign
Client: Listerine Hong Kong
The Brief: Break down the misconception that brushing alone is sufficient for a clean mouth. (It still leaves germs behind, only cleaning 25% of our mouths)
Creative Solution: With most things in life, it’s only worth doing when you do it properly, so don’t skip mouthwash in your oral care routine.
To make it relevant to consumers, we highlighted ways in which we don’t do things by halves in our day to day, so why should we be half-assing our oral care?
For example: How unsatisfying would it be to watch the footy without a few beers, get a sexy new hair-do without posting a selfie, or end a big night out without doing a Maccas run.
Based on this concept, we use locally nuanced insights to formulate dozens and dozens of example situations and cleverly paired them with corresponding media placements across online and offline channels.
The relevancy of our examples led to the brand’s social engagement to go off the charts and we had successfully remind consumers to complete the incomplete.
Needless to say, it was super satisfying!
How could you not yell encore at the end of a concert?
Execution
Localised Regional TVC
Multi-channel user targeting with programmatic banner ads
OOH in local restaurants and shopping malls
Facebook post games with giveaways to encourage user engagement
Spotify targeted ad
Responsibilities
Creative Ideation, Pitch, Client Presentations, Artwork Design, Artwork Supervision, Social Media Content Planning