2013 Winners & Shortlists

Results and Effectiveness

•Sales exceeded across key markets •Mall roadshows led to over 237,000 visitors being exposed to Colgate's Optic White range. •Brand awareness came from earned media as users shared links to their own photos and asked their friends to vote. •Campaign has been re-commissioned across other key markets in 2013

Creative Execution

So we developed a strategy based on generating glamour shots and getting people to share them on an online Glam Smile Gallery. We made a point of associating whiter teeth with glamour and beauty. We developed a specialized augmented reality app to manipulate and share glamour shots. The app worked on a tablet PC in mall booths, and also online at the Optic White microsite so users could retouch and publish their own images. The augmented reality app let users modify the glam shot to make teeth “1 shade whiter,” accurately showing visitors how they would look after a week of using the Optic White Range. Users were invited to share their pictures on the Optic White microsite and get friends to vote for them,with the highest voted users winning a trip to Paris. We further enhanced the campaign using online and TV media

Insights, Strategy and the Idea

When Colgate wanted to increase brand awareness for its new Optic White product range, our key challenge was to create a unique space in consumer perception away from established competitors. The brand wanted to demonstrably reach out to customers with product information. Qualitatively, it wanted to shape consumer opinion by delivering the message that Optic White makes teeth shine and people look beautiful. Our research indicated our target audience in the 20-44 age demographic was image conscious, social media aware and are willing to try products that increase their glamour quotient painlessly. This created a unique USP for Colgate Optic White’s “1shade whiter in 1 week” proposition, and associated the brand’s promise of whiter teeth with beauty.