Read Between the Ps

A great outdoor for Colgate on ensuring High Brand Recall and effectively communicating the benefits. Created by Y&R Bangkok for Colgate-Palmolive, the creative reads - Colgate normally gives out small product samples at annual events like “ Oral Health month ” to remind target consumers, especially kids to take better care of their teeth after eating sweets. This method does not drive strong results as most consumers tend to forget the message, even if they have collected the samples. Instead of giving away product samples, Ice cream and cotton candy were given out. The stick carrying the ice cream and cotton candy carries a hidden message. Once consumers are done the message printed on the tip of the stick shaped like a toothbrush reveals “ Don’t forget ” with the Colgate logo. This simple message effectively reminded consumers to brush their teeth. For sure, this simple message ensures high recall and that too, through a new smart medium – the candy / ice cream sticks – a new...

Found an interesting effort-intenstive Outdoor campaign on Anti-Smoking. Created by O&M Lima , for their client Liga Contra el Cancer (The Peruvian league to fight cancer) for their no-smoke day According to BestAds, Using 15,000 cigarettes butts, glued together one by one in an outdoor panel, level to the sidewalk, Ogilvy dramatized the threat that cigarettes represent for a non-smoking person, in this case, a little girl. A month and half before the campaign, with the help of many volunteers, Ogilvy was able to gather 15,000 cigarettes butts. An artist was in charge of pasting them together and to maintain the essence of the original idea, he painted the little girl in oil paint. Scary Butts – aren’t they? ;-) [Via Best Ads / Source ]

Whenever a new medium emerges, marketers run behind it, exploiting it till the time it is coined as “ common media ” or till the time their infatuation with that medium is over. Look around, and you would say the same thing for newspapers, magazines, and now Billboards as well. Initially, they were billboards – just plain simple billboards. An advertiser just wanted to stand next to the road. Not speak anything, but simply stand. If someone passed by, he would talk silently, without caring much if the other person listened or not. Then slowly, more people came, and everyone wanted to stand next to the road. The bigger ones then wanted to move a step further. They shouted! Some….just went on the road itself! And so emerged much more aggressive forms of Outdoor Advertising - ambient, guerilla, virals and so on and so forth What is exciting about Ambients? Well, if nothing, they do grab attention. And some of them move into the viral phase as well, creating more and more attention. The ...