Herbal Launch Activation

Shopper Behaviour
Awareness Key Barriers
Rasa ngilu
itu sudah
biasa

Kalau ngilu Saya selalu Current Consumer

ya hindari membeli
toothpaste Brand Awareness Attitude:
minum untuk
dingin atau (80%+) Ignore Ngilu
kebutuhan
panas satu keluarga
Condition
Awareness is High
Ngilu tidak (Ngilu well Current Consumer
berbahaya understood) Behaviour:
jadi cuek Use Family Paste
aja.

Takut ke
dokter gigi
 Sensodyne’s key objective is to break the apathy
and introduce herbal!
Consideration Conversion

Ngilu can get Worse, Ngilu can get Worse,

Don’t Ignore It Don’t Ignore It
Key Driving The Real
Message
Take the OCU/CU Buy Now Sensitive Expert by
Cooperation with Dental
enhance No 1 Brand Clinic to educate
Key that recommended “sensitive teeth is could
Objective No. 1 Sensitivity not be ignored. Because
No. 1 Sensitivity
Paste Paste by Dentist for
Break it can get worse”.
Apathy Key Claims
The Real Sensitive
Sensitive Teeth
Expert

TV POSM
Key
Channels
Digital OCU/CU
Cooperation with Account & Dental Clinic
to educate the Tooth Sensitivity

Where? At Stores Account Shopper Dental Clinic

Shoppers can have

Buy 2 Sensodyne Discount Voucher;
How? treatment with
get 1 Voucher Rp 100.000
special price

Spent Rp 50.000 Received discount of treatment Voucher Rp 100K

at store Rp 100.000 from clinic Rp 35K +TB SRP → from GSK
Rp 40K → from Dental Clinic

Wobbler at Stores Account Acrylic Desk A4 at Clinic Branches

Communication at Top Shelf Mini Market, Social Media Clinic
Media Buzz? Secondary Display
Social Media Sensodyne
The Mechanism of Digital Rewards
What’s in it for you?
Bring
More More
More
People SPEND OFTEN

- High noise of advertising, POSM in

the stores, POSM in dental clinics
- Good value of the voucher
 Account
What we need from you? Participate
TOTAL MT 33,388
Channel Account #Stores
- Wobbler about this Program HY AEON 2
at all stores that participate HY CARREFOUR 104

Account - Mailer
HY
HY
FOODMART
GIANT
16
105
- Communication at Secondary HY GRAND L 6
Display HY HERO 35
HY HYPERMART 115
- Social Media Support HY LOTTEMART 14
HY LULU 2
MM ALFAMIDI 1,450
MM CIRCLE K 600
MM FAMILYMART 70
MM INDOGROSIR 16
MM INDOMARET 15,000
MM SAT 13,500
MP CENTURY 700
- Communication at MP KIMIA FARMA 1,050
MP WATSONS 107
Receptionist (Acrylic Desk A4)
Clinics - Dental Clinic’s Social Media
SU
SU
DIAMND
FARMER
3
22
Support SU GELAEL 1
SU LSI 147
SU NAGA 12
SU TIP TOP 7
SU YOGYA 84
SU YOMART 220
What’s the benefit for Clinics?

Target Voucher → 3000

Nilai Redemption → 300

Nilai Kerjasama
150 pasien x Scaling Rp 300.000 → Rp 45.000.000
150 pasien x Restoration Rp 400.000 → Rp 60.000.000