Colgate: Clean The Comments

Credits:

Type of Entry: Use of Media
Category: Best Use of Internet
Title: CLEAN THE COMMENTS
Advertiser/Client: SCHESTOWITZ
Product/Service: COLGATE PROFESSIONAL CLEAN
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Advertising Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Creative Credits
Name Company Position
Gideon Amichay Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Creative Director
Eran Gefen Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Creative Director
Lena Feldman Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Art Director
Roy Cohen Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Copywriter
Racheli Ben Avi Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Supervisor
Adam Avnon Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Supervisor
Dima Patt Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Flash Designer
Rona Rozental Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Account Executive
Shiran Chen Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Account Executive
Michal Karny Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv Account Executive
Details
Results and Effectiveness:
The campaign message spread like wild fire: Over 2.000.000 unique surfers were exposed to the message and actively participated in cleaning the talkbacks. 29,163 different comments were cleaned.
Creative Execution:
Using a unique technology, we created an innovative banner which opened up on top of the comments and allowed surfers to white out the dirty words in the comments with toothpaste strips. After the cleaning the following message appeared: Colgate Total Professional Clean- keeps your mouth clean. Actually, the banners not only allowed surfers to clean the comments; In addition, the Colgate's toothpaste strips, which appeared in the talkbacks' headlines acted as teasers and attracted other surfers to open the comments. As more comments were cleaned, more teasers were created and thus the surfers' activity widened our promotion.
Insights, Strategy and the Idea:
Colgate wanted to promote its new toothpaste, Colgate Total Professional Clean, via the internet. They asked us to emphasize the deep cleaning qualities of the toothpaste and to find a unique and special way to promote it. Internet comments (talkbacks) have become a part of the surfing culture all over the world and in our country millions of them are written each day. Often these comments include inappropriate and offensive words. Based on this insight we decided to help surfers avoid these words- we enabled them to clean up the comments!