Helping Sensodyne Help More Australians Enjoy Ice-Cold Indulgences

Client: Sensodyne (GlaxoSmithKline)

Agency: C4

Brief: Re-interpret the award-winning Sensodyne Chill Test campaign for smaller scale promotions

Sample of the in-store Sensodyne Chiller Units BKI custom designed & built

Having sensitive teeth is an issue BKI takes seriously. There are a lot of fantastic things that sensitive teeth can’t handle like ice cream, slurpees and cold beer. With that, Sensodyne is doing a great thing for mankind by providing a solution with their toothpaste that relieves the pain of sensitivity. In 2008, C4 approached us to help Bellamyhayden’s client Sensodyne get an edge above their competition and help Australians measure their sensitivity with a Sensodyne Trade Chiller Unit massive experiential marketing campaign in shopping centres around the country.

More information on the awards the Chill Test won…

The Sensodyne Chill Test engaged with customers at 20 Westfield shopping centres over the span of 20 weeks for total of 225,000 interactions.

The effort was such a huge triumph that Bellamyhayden (now merged with Naked) won the Grand Prix at the 2009 Media Federation Awards as well as the top award in the Food and Grocery category. Sensodyne was keen to capitalise on this success so C4 came back to BKI to create a smaller scale version of Sensodyne’s Chill Test that they could roll out in Priceline stores around Sydney.

BKI drew inspiration from the original Sensodyne campaign (a large igloo set staffed by four “toothfairies”) to imagine and create stand-alone, call-to-action units in a below-the-line strategy to encourage people to shop for Sensodyne toothpaste rather than their competitors at the store level.

Original Sensodyne Chill Test Campaign (left) and re-invented Chiller Unit

Fun, Sexy & Ice-Cold URLs

Client: THE AGE

Agency: US Sydney

Project: Create visually-imposing moulds of the Age’s Climate, Fashion & Spring Racing URLs

The Age's Spring Racing URL at Federation Square in Melbourne (2009)

Sexy, black patent leather, a 6-metre long seesaw and melting ice all in one project! US Sydney came to us with The Age’s campaign to draw attention to their websites for climate, spring racing and fashion by creating visually-imposing moulds of their corresponding web addresses to be installed in hotspots around Melbourne’s CBD. Big Kahuna Imagineering solved the original designs and reverse briefed US Sydney providing achievable budget-friendly options.

The Fashion URL was given a stylish, black patent-leather finished with gold zipper details, Climate was given the effect of melting ice and Spring Racing became a 6-metre long seesaw with saddle seating and safe, cushy, faux-grass horseshoes underneath. Placed strategically in high-traffic urban areas, the URLs were a huge success that garnered public attention and huge interaction. Fully-grown adults absolutely loved the adult-size seesaw. One man even told us, maybe over exuberantly, “This is the most fun I’ve had in my whole life!”

During installation, our on-site art studio for completing installation at Southern Cross Station attracted its own interest. When curiosity and wonder drove passersby to ask us “Is that really ice?” while we cold-cast water clear, polyurethane resins for the Climate “ice” sculpture, we proudly replied, “Thank you.” Their question, a testament to our success in creating a convincing illusion and an immensely satisfying compliment. For a very in-depth, complicated sculpture that took a scant 9 days from approval to installation, the Climate URL is an exquisite, high-fidelity result of a clever mould-making technique.

Age URL photo album…


The URL installations were so well received that we were asked to create a similar installation for The Age’s AFL website a few months later which was on show at Etihad Stadium. The original installations have been used in subsequent campaigns such as Melbourne Fashion Week and AFL finals games. Keep an eye out!

The Age's AFL URL installed at Etihad Stadium, Melbourne.