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The insight is simple, there is one day of the year when only 100% is good enough. Yom Kippur.
It’s the holiest day of the year and Jewish people repent for their sins and fast for 25 hours. The country shuts down – no traffic, no media, no eating. None at all. Not even a crumb!
If you eat anything – even the smallest morsel of food – during that period, you are destined to an early death, according to Jewish law. It’s no wonder that 70% of Israelis observe the fast… just to be on the safe side!
And a mouth that’s anything less than 100% clean could mean you accidentally swallow some of the food particles lodged between your teeth. Ruh-roh. So... If consumers wouldn’t listen to the person who kept their teeth clean, then maybe they would listen to a higher authority…
Oral-B had rabbis promote 100% clean teeth with their electric toothbrush. It's pretty brilliant. Check out the case study below.
Grey Israel explains:
We hijacked the day with a 100% clean teeth message. Instead of a boring Dentist ad we've used a true Rabbi instead. We gained backing from Israel’s rabbinical authority and amplified their advice through digital, out-of-home, print and eCommerce.
A live demo was conducted, pitting a manual brush against Oral B's, proving our 100% claim. The results – certified by an eminent dentist and Israel’s highest rabbinical authority, proved that only electric brushing could save fasters from sin.
This demo became the centrepiece for a Print and OOH campaign before Yom Kippur, showcasing the rabbinical recommendation to use Oral B’s electric brushes.
Online we took over all content relating to fasting mostly by content video starring cast members from Israel’s leading comedy show, who brought the consequences of accidental food crumb swallowing to life. All content was leading to our e-commerce partners which delivered the brushes just before the fast began.