Sensodyne offers a range of toothpastes, mouthwashes and toothbrushes specifically formulated for people who have sensitive teeth. The challenge, to help launch a new product, Sensodyne Complete Protection from GSK and demonstrate how Novamin technology can improve sensitive teeth. Sensodyne Complete Protection needed to be front of mind to help people understand ‘Sensitivity’ and its impact on their everyday lives.

‘The Great Sensitivity Test’ consisted of 3 different zones providing an emotionally engaging experience at multiple different levels.

ZONE 1: The Sensitivity Zone – A dynamic 360 stand that offered people a choice of experiences; a 10 minute sensitivity dental check with 1 of 10 professional dentists, a chance to play and win a prize with the ‘How Sensitive Are You’ buzzer game, free product samples and advice from top Sensodyne brand representatives at the Product Demo area.

ZONE 2: The Giant Molar – Standing tall at 4 metres height, the gleaming white molar set against the iconic Tower Bridge backdrop offered the public a fantastic photo opportunity experience. Trained Brand Ambassadors invited passers by to have their picture taken, which could then be retrieved online after the event.

ZONE 3: An Official Guinness World Records attempt for the World’s Largest Oral Hygiene Lesson – A dentail expert guided a crowd of 232 people through an oral hygiene lesson in an attempt to break a world record. The lesson not only educated the crowd, but staff offered onstage entertainment and called for crowd participation to generate more fun and excitement!

The campaign stood alongside a wider ATL activity linking in with digital, PR and media activity. 150 media mentions – giving the campaign had an overall reach of 4,000,000, 6,480 Sensodyne Complete Protection toothpaste samples were distributed, 600 Sensodyne goody bags were rewarded to consumers, 232 people participated in the World Record attempt, 230 people had pictures with the Giant Molar, 125 of these taken with our professional online photo retrieval experience and 200 dental sensitivity checks were carried out on the stand.