Brand Experience and Activation > Product/Service
THE FRESHNESS METER
Y&R INTERACTIVE TEL AVIV / COLGATE-PALMOLIVE / 2008
Overview
Credits
Overview
ClientBriefOrObjective
Colgate wanted to launch its new series, Colgate Max Fresh, by communicating the product's main benefit: creating fresh breath.Delivering: "A new dimension of freshness", Colgate wanted to reach a younger audience which is usually indifferent to dental hygiene issues/commercials.
Effectiveness
The campaign created a huge buzz and had huge response.
It was vastly covered in Israel and around the world.The online combination of the banner and the phone opened a whole new world of interactive innovative ideas.
A new kind of media was born!
Implementation
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 blowing on the phone set. When users blow it directly creates an on-screen sensation of freezing. We invented an interactive technology so that the harder users blew, the quicker the site froze.This way the user can actually see an immediate feed-back of his efforts.
Relevancy
The campaign brought a first-hand interactive experience, which brings to every Internet user the unique sensation of freshness.This establishes a special link between the consumer and the brand.
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