Recently, Colgate launched a creative billboard campaign for its toothpaste brand, MaxFresh, where the toothpaste's cooling crystals appeared to be popping out of the hoardings.
Media agency, Posterscope handled the media duties; while creative agency, Encyclomedia Networks worked on the campaign.
While the product is not new, the company built interest by adding a short code to the creative. The objective was to call people to action. The ad says, 'SMS MaxFresh to 57007 for a free sample'.
Mukesh Manik, man-in-charge, Encyclomedia Networks, shares, "The brief from the client was to effectively cut through the clutter and highlight the cooling crystals in the visual. One of the objectives was to initiate sampling, which would also serve as a measurement tool for the effectiveness of the campaign."
The campaign was rolled out in Mumbai, Delhi, Bengaluru, Kolkata and Hyderabad, from November 13 to December 13.
Effective advertising communications agency, Encyclomedia Networks, which has recently formed joint ventures with companies in Australia and Argentina, handles the creative duties for a number of big brands and companies, including Hewlett-Packard, HUL, Coca-Cola and ITC.