Rewarding experiences
favor the bold
The Brief: According to an actual scientific study funded by the brand, Listerine users
are statistically more likely to do bold things. We were asked to support the in-market campaign from J. Walter Thompson with a promotion that would incentivize consumers to try Listerine and “Bring Out Their Bold.”
The Idea: We created a digital experience that encouraged people to test their inner boldness for a chance to win an adventure-themed grand prize vacation.
We began the experience with a personality quiz, asking how boldly
you’d react in random situations.
By taking the quiz, users earned a chance to instantly win a free
product sample or other branded prizes.
After testing their boldness, entrants could earn chances to win a “Bold Adventure” by completing actions like checking their Oral Health IQ, answering a daily poll, or signing up for the brand’s newsletter.
The more activities you completed, the bigger and bolder your potential vacation adventure became – from thrilling weekend getaways like car racing and skydiving, to unforgettable expeditions like going on safari via hot air balloon, or heli-touring an active volcano.
I scripted and led the production of a promotional video to drive social traffic to the experience, which the brand also leveraged for their digital ad buy.
To advertise the promotion on Facebook, we created social ads exemplifying bold acts (based on the established asset guide from JWT) and showed off the adventures you could win by joining the “Bold Percent”.
MY BIT
I conceived and led the creation of the promotional campaign, including developing the prizing strategy, the personality quiz questions and answer options, the Facebook ads, and scripting and directing the promotional video to drive traffic to the site.