PULL-OUT-CARD PROMO by Y&R Paris for Colgate

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PULL-OUT-CARD PROMO

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Industry Oral Hygiene
Media Design & Branding
Market France
Agency Y&R Paris
Creative Director Carmine Coppola
Art Director Christophe Frances
Copywriter Laurent Vergnaud
Producer Annapaola Rossi
Released June 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: COLGATE PALMOLIVE COMPANY
Product/Service: TOTALC
Agency: Y&R PARIS
Date of First Appearance: Jun 1 2010
Entrant Company: Y&R PARIS, FRANCE
Creative Director: Carmine Coppola (Y&R Paris)
Copywriter: Laurent Vergnaud (Y&R Paris)
Art Director: Christophe Frances (Y&R Paris)
Agency Project Leader: Michael Mc Geeney (Y&R Paris)
Agency Project Leader: Dominique Jeannin (Y&R Paris)
Producer: Annapaola Rossi (Y&R Paris)
Media placement: Direct Mailing - Dental Clinic - Juin 2010

Describe the brief from the client
• The objective was to strengthen the brand’s therapeutic credentials and bring to life the product promise of ‘a dentist clean feeling at home’. We also wanted to leverage the launch campaign idea, illustrated via the ‘wall of plaque’ icon building up over teeth.
• Our target is interested in enhancing their health, and going to the dentist regularly is part or their routine.

Describe the challenges and key objectives
• The objective was to strengthen the brand’s therapeutic credentials and bring to life the product promise of ‘a dentist clean feeling at home’. We also wanted to leverage the launch campaign idea, illustrated via the ‘wall of plaque’ icon building up over teeth.
• Our target is interested in enhancing their health, and going to the dentist regularly is part or their routine.

Describe how you arrived at the final design
• Using the Canal 33 medical distribution channel, we distributed in dentist waiting rooms “Take one, pull-out cards” that patients could interact with while waiting for their dental check-ups.
• These cards, working in synergy with the TV campaign, delivered the Colgate Total Advanced Clean brand message of a ‘dentist clean feeling’.
• Placement in waiting rooms allowed to connect with consumers at a time when they are most tuned to hearing professional advice.

Give some indication of how successful the outcome was in the market
• Using the Canal 33 medical distribution channel, we distributed in dentist waiting rooms “Take one, pull-out cards” that patients could interact with while waiting for their dental check-ups.
• These cards, working in synergy with the TV campaign, delivered the Colgate Total Advanced Clean brand message of a ‘dentist clean feeling’.
• Placement in waiting rooms allowed to connect with consumers at a time when they are most tuned to hearing professional advice.