Dont let invisible monstrits invade you
Use a mobile campaign to warn users about the loss of efficiency of toothbrushes three months after they started being used.
Users start their experience by scanning with their smartphones QR codes placed in stores with Colgate products. Thus, they access an interactive game in which they will have to eliminate bacteria that keeps appearing in different stages. Each stage represents a month. When they reach the third one, the “monstrit” invasion is unstoppable, and so Colgate takes the chance of reminding the users that it’s time to get a new toothbrush.
The action achieved a higher activity rate in Colgate’s social network profiles and was effective directing contacts to the brand’s database, as there was an final option to activate a quarterly warning for renewing one’s toothbrush.