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 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
Alongside a broader AV campaign (TV, BVOD and Online video) Colgate wanted to capitalise on the strong slate of upmarket titles releasing in cinemas across the start of the year. 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 and Death On The Nile.
Results
Colgate’s cinema campaign worked well to help drive cut through and resonance of the campaign that ultimately also had a positive impact on consideration too:
Exposure to the ad in cinema drove cut through (+20%) with 59% of cinemagoers recalling the ad compared to 49% of control
Cinemagoers exposed to the ad were 14% more likely (than control) to agree the campaign had a positive impact on their opinion of the brand and 4% more likely to agree they would recommend the brand
Over half (52%) of cinemagoers are ‘extremely likely’
