Media > Product and Service
FRESHNESS METER
Y&R INTERACTIVE TEL AVIV / COLGATE-PALMOLIVE / 2008
Overview
Credits
Overview
CommunicationGoal
Colgate wanted to launch its new series, Colgate Max Fresh, by communicating the product's main benefit: creating fresh breath.We decided to deliver the brand promise: "A new dimension of freshness", in a new way that would give them an experience they've never seen before.This, combining with the product's freshness brought us to think about an Interactive Freshness Meter, on which users could measure their breath freshness levels.
Effectiveness
A new kind of media was born!
The online interaction between the banner and the phone opens a whole world of interactive innovative ideas.
The campaign created a huge buzz and was vastly covered in Israel and around the world.
Execution
A technological breakthrough! For the first time ever internet users are invited to actively influence a web page by phone:A banner offered users to test their "breath-freshness" by calling a number and blow on the phone set. Each blow creates an on-screen sensation of freezing. The harder they blew, the quicker the site froze.
MediaStrategy
Our target audience was Young people that usually indifferent to dental hygiene issues/commercials. The banner met them on relevant sites and activate them to a directly response- calling the banner and blow.
More Entries from Fast Moving Consumer Goods in Media
24 items
More Entries from Y&R INTERACTIVE TEL AVIV
24 items
