Malaysian Media Awards Winners Showcase

Challenge
Denture wearers shy away from laughing out loud or feasting in public for fear of their dentures falling out! Despite having education campaigns communicating Polident’s efficacy to provide firmer fit, trials remained low due to skepticism. How can we showcase Polident’s efficacy to increase social confidence and boost product trial?

Solution
Insights reveal that denture wearers feel socially unconfident, as they’re embarrassed if their dentures fall out. With this insight, we constructed an integrated campaign around confidence through ‘Kilauan Emas’ (Golden Shine), a reality singing contest for 45+ year olds that specifically reaches the denture-wearing age group. With supporting PR, TV, radio, print, digital, in-store and on-ground, we positioned Polident to help our target overcome the “embarrassing” stigma of wearing dentures, and sing with confidence!

Execution
A media conference unveiled the campaign to create cool publicity blitz around an otherwise “uncool” stigma. Supporting print, TV, radio promos and in-store POSM encouraged participation and product trials. Then we leveraged Kilauan Emas’ auditions in 4 major cities and its television live studio audience recording sessions, making them double up as our educational platform for Polident’s efficacy. A dedicated Facebook fanpage drove participation, kept fans updated with the show’s latest happenings, and encouraged viewership.

Results
115% increase in calls to Polident’s care line requesting trial packs. 76% of denture wearers among contestants became 1st Time User. 90% of them were satisfied with Polident. Kilauan Emas became the most watched Astro Prima programme amongst Malays aged 35+, beating past TV dramas of the same primetime slots.