2013 Winners & Shortlists

The Brief

When Colgate wanted to increase brand awareness for its new Optic White product range with the key message - 1 Shade whiter in 1 week, 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 with the message that Optic White makes teeth shine and people look beautiful.

Describe how the promotion developed from concept to implementation

We identified our target audience -20-44 age was beauty and glam concious.We associated “1shade whiter in 1 week” proposition with this insight by developing a specialized augmented reality app. The app let users modify their glam shot to make teeth “1 shade whiter"accurately showing their look after a week of using the Optic White Range. The app worked on tablet PC in mall booths and online at the Optic White microsite. We reached our audience via mall roadshows in UAE and Kuwait.Users shared their pictures on the microsite for votes with the highest voted users winning a trip to Paris.

Describe the success of the promotion with both client and consumer including some quantifiable results

•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. •The campaign has been rec-commisioned for 2013 where it would be extended to more markets

Explain why the method of promotion was most relevant to the product or service

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. So,we developed a strategy based on generating glamour shots via augmented reality app and getting people to share them online. The campaign showed that brands can communicate effectively and memorably when they harness social media in a way that gets users interested in sharing their content.