ADVERTISING

Embossed letter

Description

We needed to encourage dental professionals to try Listerine Advanced Tartar Control, and then recommend regular use of it to their patients.
Dentists had never seen anything like this before. The mailing was pure white; it appeared to have nothing on it. On closer inspection, the recipients could see the letter copy was written in an embossed font - as opposed to being printed in black ink. It acknowledges the importance of keeping your teeth white and how hard dentists work to help their patients achieve this. Particularly relevant to this sceptical audience, it also pointed out the benefits of Listerine in combating tartar. The letter directs to a fold-down reply slip for requesting samples and subscription to a magazine.
The mailing was sent to 25,404 Dental Professionals, with a target of 2,032 responses (8%). We actually received 3,487 responses (172% over the target). This led to an additional 34,920 opportunities for Dentists to recommend Listerine Advanced Tartar Control and to supply samples to their patients. With 83,688 recommendations overall, this level of recommendation will translate into £67,260.05 in patient sales of Listerine (in our first year), giving us a positive ROI of £2.99 per £1 of budget spent, for the campaign.

This professional campaign titled 'Embossed letter' was published on August 20, 2007. This Ambient medium campaign is related to the Health industry and contains 1 media asset. It was submitted about 15 years ago.

Credits

Advertising Agency: RMG Connect, London, UK
Executive Creative Director: Guy Bradbury
Creative Business Partners: Bob Anderson, Dan Colley
Art Director: Darren O'Beirne
Copywriter: Jonathan Meatyard
Senior Planner: Julie Borrows
Senior Account Manager: Clare Greenhalgh
Account Executive: Emma Shuttleworth
Business Director: Benedict Evans

Categories

ADVERTISING

iStock Essentials

Hospital Ward: Professional Blac...

Artist: gorodenkoff

iStock Signature

Futuristic Laboratory with diver...

Artist: janiecbros

iStock Signature

Female doctor talking with her p...

Artist: recep-bg

iStock Essentials

SARS-COV-2 COVID-19 Coronavirus ...

Artist: gorodenkoff

iStock Signature

Optic Fiber

Artist: riccardokolp

iStock Essentials

Asian woman cyclist. She is exer...

Artist: torwai

Limited-Time offer. Save 15% on everything with code 15AOTW.

Search iStock

Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.