Case Study: GSK boosts internal engagement with LiveWorks’ Random Brush Test campaign

GSK - Customer Case Study

GSK needed a creative way to communicate the growth of its oral health division to office and factory staff. LiveWorks supported the internal communications effort with an experiential campaign built around the “RBT” (Random Brush Test) concept.

LiveWorks staged a fake RBT at employees’ arrival, using actors as “Oral Health Cops” to hand out a playful “fine” containing key oral health messages, an invitation to a brand presentation, and a competition entry form. The activation delivered the highest-ever attendance for the brand presentation and became a benchmark for internal communications within GSK’s global oral health division.

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