Crest Imagine Tour

Client/BrandProcter & Gamble's Crest Whitening Plus Scope ToothpasteLead AgencyMarket ConnectionsOther AgenciesCraftsmen Industries (vehicle manufacturer) Deskey (creative agency) Marissa Kressman, MK Design (artist)EPrize (sweepstakes fulfillment)Time Frame 2005 (ongoing)ObjectivesThe purpose of the experiential Crest Imagine Tour is to generate product trial and awareness when and where the consumer is most receptive, enabling them to actually use the product on-site.Target AudiencePrimary: Adults 18 to 34 at places where there is a need to freshen up and be socially active.Secondary: Ethnic consumers (Hispanic and African-American) at ethnic-specific events.StrategyThe centerpiece of the Crest Imagine Tour is an 18-wheeler transformed into a giant, mobile tube of Crest Whitening Plus Scope toothpaste. The 52-week tour is visiting high-profile events, food and music festivals, vacation destinations, hot spots and major cities -- places where consumers are connecting with one another and are in need of fresh breath. The tour's theme -- "Imagine, a toothpaste that is there when you needed it!" -- stems from consumers being given an opportunity to enter the "toothpaste tube" and utilize themed brushing stations to brush their teeth.In a unique twist, Market Connections helped Crest overcome the challenges facing healthcare and beauty brands that choose to engage in event marketing -- namely, how do these brands maximize the number of target consumers who sample the product while simultaneously engaging them in a branded experience that generates a positive return on investment? Market Connections created a mobile vehicle that delivers a multi-sensory brushing experience when consumers need it most: out connecting with other people. At the same time, the reach of the event goes beyond consumers who didn't get a chance to enter the vehicle, through billboard media in lobbies and branded postcards accompanying samples placed next to hotel room sinks at hotel properties supporting the event.When arriving at the giant tube of Crest Whitening Plus Scope, consumers are greeted by a Crest Hostess, who hands them a toothbrush that serves as their "ticket" to enter the tube. Upon entering through the tube's cap at the back of the truck, consumers see a lounge area where a staff member greets them and shows them to computer stations where they enter the "Vacation Like a Celebrity" sweepstakes, for a chance to win a trip to Jumby Bay Resort off the coast of Antigua.Next, they are taken to a personal brushing station of their choice, where a sample of Crest Whitening Plus Scope awaits. The tour offers eight personal brushing stations, each of which features one of the three flavors of Crest Whitening Plus Scope. Each station was constructed to deliver a multi-sensory brushing experience unlike any other, complete with an intelligent lighting system, surround-sound and electronic misters that pulse-out scents relating to the flavor offered in that station. The Citrus Splash station, for example, features orange lighting, citrus-scented misters and reggae music. At night, the Crest Imagine Tour becomes "Club Crest," visiting popular nightspots and taking on a more "nightclub" feel with velvet ropes, cool blue lights, pumping music and cocktail waitresses handing out toothbrushes. Important FactorsThe vehicle: The Crest Imagine Vehicle is the only one of its kind, the largest mobile tube of toothpaste (48 feet long) in the world. Sampling: The challenge that many HBA brands face with sampling is that water is needed in order for consumers to try the product. Creating an environment that enabled consumers to try the product at a relevant time ensured trial. The other challenge with toothpaste is that consumers want privacy: the eight brushing stalls provide consumers an opportunity to brush in private.Promoting the tour through our exclusive Hotel Media Network: Media billboards were placed in lobbies at contracted properties surrounding the tour and branded postcards were placed in rooms with Crest Whitening Plus Scope toothpaste samples. Both the billboards and postcards enable us to message both the tour and the "Vacation Like a Celebrity"sweepstakes, delivering multiple impressions to millions of consumers. This also allows us to increase traffic to events, as many consumers are staying at hotels in the event markets. Even those who are not able to experience the event first-hand know about it and are able to go online to enter the sweepstakes. Transitioning from a daytime event (Crest Imagine Tour) to a nighttime event (Club Crest): At night, the vehicle takes on more of a nightclub look and feel. This is achieved through exterior lighting on the vehicle, more upscale staff uniforms, hostesses with silver trays for the toothbrushes and the addition of a "bouncer" positioned at the vehicle entrance to check for toothbrushes. Mobile billboard driving: While most mobile tour vehicles stay parked on non-event days, we maximize our ability to generate excitement, awareness and impressions for the brand by creating "mobile billboard driving" days where the team drives the vehicle around major cities to create buzz and further add to the viral marketing element.Results3.4 million samples have been distributed through hotel properties and events.48 markets visited.30% of the markets visited were African-American.30% of the markets visited were Hispanic.500,000 consumers experienced the brushing stations.Place-based media will generate 61.5 million impressions.72,000 miles driven on tour10 million consumers will attend Crest Imagine Tour events.Pre- and post-quantitative data gathered from consumer surveys.

Crest Imagine Tour

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