When the mask mandate was dropped for public transit users in Singapore, Wavemaker & WPP@CP instantly knew that there was one channel that could effectively land the “Free Your Smile” message across the biggest audience possible - and that was none other than programmatic digital out of home (DOOH).
The goal of the campaign was to build and protect Brand Love and Trust - two proven business drivers for Colgate Oral Care that suffered a decline during the pandemic.
What started as a text message idea at 3:20 pm on Friday quickly became a meticulously programmed, island-wide DOOH campaign 48 hours later.
The agency teams chose to utilize the Hivestack DSP due to its ability to activate the campaign quickly and programmatically select key points of interest that were relevant to their target audience. A wide range of DOOH screens, including transit, CBD & heartland locations across Singapore’s premium inventory were selected, enabling Colgate to connect with consumers on the go in a more impactful way.
98 subway screens (Asiaray)
231 bus shelters (Clear Channel)
510 large format billboard, mall office, buildings, recreational sites (Focus Media)
88 additional bus shelters (JCDecaux)
In addition to the DOOH strategy, an Instagram campaign was also created using sponsored posts. These ran through the entire week until February 19th, helping Colgate reach a wider consumer base beyond outdoor audiences and commuters.
By activating the DOOH-led plan and leveraging a key cultural moment with the removal of the mask mandate, Colgate was able to successfully achieve their goals. The campaign also resulted in:
4,899,762 impressions over 3 days
Delivered 8.7% (400k) more impressions than planned
A Brand Lift study was conducted to further understand the impact of the campaign on audiences who were exposed to the ad (exposed group) and those who were not (control group) and compared it to the overall Brand Love/Imagery scores. There was a 76% lift from the control group vs. exposed group.
What’s more, this campaign drove more than just awareness. Colgate recorded significant purchase intent for consumers who were exposed:
20% lift in overall consideration
Over 50% would consider purchasing Colgate
Keeping close to the pulse of the nation, Colgate was the only multinational brand that ran a campaign tapping into this occasion.
"It is an amazing collaboration on many fronts! The team has a deep understanding of our business needs and consistently delivers high-quality results whilst maintaining a positive brand image and keeping Colgate’s #SmileStrong proposition throughout. For a first major reactive brand campaign, it was very well executed with passion and agility.” - Lyndon Morant, Marketing Director, Colgate Palmolive Asia-Pacific