Titanium > Titanium and Integrated
THE FRESHNESS METER
Y&R INTERACTIVE TEL AVIV / COLGATE-PALMOLIVE / 2008
Overview
Credits
Overview
CampaignDescription
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.
Implementation
A technological breakthrough ! For the first time ever internet users are invited to call the banner and actively influence a web page by phone:A banner offered users to test their 'breath-freshness' by calling a number and blowing on the phone set. Each blow creates an on-screen sensation of freezing. The harder they blew, the quicker the site froze.
Relevancy
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.
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