Colgate Presents Smile Stories is centred around the idea that “our smile is our strength, it’s a simple gesture but it has the power of change our lives and the lives of those around us”. With an emotive 30” copy, Colgate were keen to harness cinema’s power of storytelling and high levels of attention to help the campaign cut through and maximise its emotional resonance with the audience.
Plan
As well as providing a high impact environment, ‘Awards Season’ titles would provide the opportunity to supplement the wider AV buy with targeted film packs that would attract a more affluent adult audience. These titles included Belfast, Nightmare Alley, The Duke & Death On The Nile.
Results
Colgate’s cinema campaign worked drive cut-through and resonance of the campaign, ultimately having a positive impact on consideration too.
59%
of cinemagoers recalled the ad, campared to 49% of the control audience
+14%
of cinemagoers were more likely to agree the campaign had a positive impact on their opinion of the brand, vs. control.
52%
of cinemagoers were ‘extremely likely’ to consider Colgate, +6% uplift vs. control.
