Title	THE BRUTALLY HONEST BREATH METER
Brand	FRISK
Product/Service	"FRISK 2 HOURS CLEAN BREATH" MINTS
Category	B04. Use of Ambient Media: Large Scale
Entrant	SERVICEPLAN BENELUX Brussels, BELGIUM
Idea Creation	SERVICEPLAN BENELUX Brussels, BELGIUM
Production	SERVICEPLAN BENELUX Brussels, BELGIUM

Name	Company	Position
Jan Leenders	Serviceplan Benelux	Copywriter
Sterckx Nicholas	Serviceplan Benelux	Art Director
Wouter Huyghe	Serviceplan Benelux	Copywriter
Patrick Vermeylen	Serviceplan Benelux	Art Director
Sam De Win	Serviceplan Benelux	Creative Director

The Campaign

With the Brutally Honest Breath Meter, Frisk is giving the opportunity to Belgian passers-by to test the quality of their breath via special built OOH structure. By exhaling in the captor the person will get an instant evaluation of the quality of the air exiting his mouth - and what friends, colleagues and commuters could experience when talking to him. Some confronting texts appeared on the OOH structure such as: ‘your breath smells so bad your toothbrush thinks it’s atoilet brush’, ‘your breath smells so bad the police wants to use it in tear gas’, ‘your breath smells so bad your ass feels offended.’ People had to face the brutal truth about their breath but Frisk provided them with the right amount of peppermint needed to ensure them the confidence of a fresh breath for up to 2 hours

Creative Execution

The brutal bad breath meter activation was activated through 2 waves across Belgium. At first, the structure was respectively placed in 3 of the main Belgian train stations during morning and afternoon peak hours: Central station in Antwerp (23/04/2016 and 04/05/2016), Saint Peter station in Gent (27/04/2016 and 09/05/2016) and Brussels’s South station (02/05/2016). Those activation were also supported by product sampling. (51.000 samples distributed) The second activation day in Antwerp was dedicated to the realisation of short video which was used through a digital media campaign starting on the 20th of May on Facebook, Youtube and Twitter platforms. The campaign reached more than 400.000 views and counting.

Results

Results were breathtaking. In a few hours 3417 people used 'The Brutally Honest Breath Meter', the device distributed 7000 Frisk mints providing 14.000 hours of clean breath! On social media: 101.107 clicks, 2424 reactions, 407.989 videoviews, 172 comments, 110 shares and thousands of thumbs up... But more important: the number of succesfull dates rose with 174%, 648 babies stopped crying and the bad breath hotline received 0 emergency calls!

To promote the new Frisk 2 hours clean breath mints we used the most direct way to show the impact of a bad breath. We installed a (bad) breath meter and asked people to exhale in a captor. By exhaling in the OOH structure people got an instant evaluation of the quality of their (bad) breath. They received instantly a few or a lot of mints to do something about their smelly breath.

Implementing a classic product bannering campaign focussing on the Frisk features wouldn't do the trick for us. We wanted to capitalize on something more essential and highlight the impact of breath on people's lives. Now that's a message that call's for demonstration, engagement and entertainment. A special built interactive billboard films the interaction with bypassers and the edited footage resulted in a funny online movie that targetted the Frisk audience on Facebook. Because bad breath can cause serious consequences. Your girlfriend stares at you like if she's dating a trashcan. Your baby screams like a he's at a Bieber concert. You breath yourself to death wearing your motorcycle helmet. You name it… The action took place in some of the most famous and iconic train stations in Belgium (Antwerp, Brussels and Gent) during morning peak-time. This, to ensure lots of passers-by.