Title	THE SMILE CONVERTER
Brand	JOHNSON & JOHNSON
Product/Service	LISTERINE
Category	B05. Use of Ambient Media: Large Scale
Entrant	J. WALTER THOMPSON ITALY Milan, ITALY
Idea Creation	J. WALTER THOMPSON ITALY Milan, ITALY
PR	J. WALTER THOMPSON ITALY Milan, ITALY
Production	J. WALTER THOMPSON ITALY Milan, ITALY

Name	Company	Position
Enrico Dorizza	J. Walter Thompson Italy	Chief Creative Officer
Sergio Rodriguez	J. Walter Thompson Italy	Chief Creative Officer
Flavio Mainoli	J. Walter Thompson Rome	Executive Creative Director
Massimiliano Traschitti	J. Walter Thompson Rome	Art Director
Antonio Codina	J. Walter Thompson Rome	Copywriter
Valeria Della Valle	J. Walter Thompson Rome	Agency Producer
Elena Marra	J. Walter Thompson Rome	Assistant Art Director
Cristina Barbiero	J Walter Thompson Italy	Client Service Director
Rachele Monteleone	J. Walter Thompson Rome	Client Service Director
Alessandro Codina	The Family	Director
Cristina De Rossi	The Family	Producer
Lorenzo Ulivieri	The Family	Executive Producer
Alessandro Codina	The Family	Editor
Davide Maisto	The Family	DOP
Nerina Rodinò di Miglione	Johnson & Johnson S.p.A	Group Product Manager Oral Care Southern Europe
Massimo Vallefuoco	Johnson & Johnson S.p.A	Senior Group Brand Activation Manager
Giovanna Tammaro	Johnson & Johnson S.p.A	Senior Brand Activation Manager
Alessandra Gava	Johnson & Johnson S.p.A	Brand Activation Lead Italy

The Campaign

Our idea came from the thought that being aware of the problem is part of the solution. Especially if this happens when people purchase. So we create a special billboard in-store that makes people aware of how really white their smile is, generating a special discount to help them to get to the perfect smile’s white.

Campaign Success

First, we developed a special software able to use the Ipad’s face detector in an outstanding way. Indeed the software is able both to detect a person’s smile and to analyse the pixels of the teeth. Thanks to an algorithm, it can find out the number, which indicates the average of the smile’s white. Through it, it can be possible to calculate the percentage needed to reach a 100% white smile and it converts this percentage into an analogues discount for the purchase of a Listerine Advanced White pack. Thanks to 3G technology, The Smile Converter sends the discounts, with the unique barcode, directly to users’ mobiles.The consumer can use it, right at the moment of the purchase,directly at the counter. We installed the special billboard in 100 stores.

Describe the success of the promotion with both client and consumer including some quantifiable results

In one month we made 115.327 people smile, getting a huge lead generation. 78 % of those smiles were converted into a purchase. More than 89.955 sales in just one month, reaching 92% of THE market share during the promotion.

Explain why the method of promotion was most relevant to the product or service

The Smile Converter is a discount generator which creates a tailor made discount, based on the people smile. We installed it in 100 store in order to promote the launch of the Listerine Advanced White. In the same time, we communicate the product’s benefit and make people play with our promotion, using their mobiles, like a media, to get the discount. Thanks to 3G technology, The Smile Converter sends the discounts directly consumers’ mobiles, in order to be shown at the counter (to get immediately the discount).

Our target was young adults, people who care about hygiene and beauty. Our idea intercepts our target in real time: measuring the white of their smile, we are able to give a quick solution to people