Poligrip: Smooth FM Live Life Loud
How Poligrip used content to inspire a younger audience to recognise that dentures aren’t a detriment to user’s lives
Poligrip wanted to build a synergy between dentures and ultimate experiences to help grow the brand and change negative perceptions of the category. Our solution was to challenge negative stereotypes and promote the experiences that users can still enjoy.
However, reaching a younger audience who may not wear dentures or be considering them for another few years was difficult. We needed a partner to start an authentic conversation around ultimate experiences, that users would want to engage with and be inspired enough to share their own.
We wanted to appeal to the audience’s sense of unfulfilled adventure with a personality that the audience would engage with. Smooth FM provided the perfect platform for us to partner with and presenter Tina Hobley was the ideal advocate for the Pologrip: with her show reaching the target audience and her vocal love of fast cars and Formula One. Poligrip gave Tina the opportunity to satisfy her ultimate wish of having a track day at Spa Francorchamps in Belgium with her husband. Tina integrated the content into the show editorial and trails encouraged users to go online and check out sound bites and an image gallery of her experience on the content hub. Users were also encouraged to enter their own ultimate wishes to be in with a chance of winning. Every Friday in the drive time show, the winner was brought to air for Smooth to reveal they had won their ultimate wish, which ranged from diving at the Great Barrier Reef to riding an elephant in India, which made for some great and emotional listening!
The partnership exceeded targets, over-delivering by +67% on unique users, with just under 4,000 competition entries and an average dwell time on the hub of over 7 minutes. This was testament to the relevancy and engaging nature of the content for the audience. Smooth FM amplified the campaign through social and received great engagement from followers.