Colgate “Keeping Britain Smiling”

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Sau hơn một 100 năm trong công cuộc bảo vệ nụ cười nước Anh(Britain) và mong muốn mọi người tham gia vào câu chuyện của thương hiệu. Là một trong những thương hiệu được yêu thích nhất nước Anh, Colgate thực hiện nhiệm vụ thu thập nụ cười từ công chúng nươc Anh và biến chúng trở thành đặc biệt đối với hàng ngàn trẻ em thiệt thòi ở nước Anh. Họ làm điều đó như thế nào?

 

Năm 2011, Colgate thực hiện chiến dịch “giữ nước Anh mỉm cười” cùng với VML London, Kinetic và Grand Visual. Chiến dịch khuyến khích mọi người chụp ảnh và chia sẽ nụ cười để làm từ thiện (share a smile for charity), với một sự kiện ngoài trời mà mỗi gia đình, nhóm bạn bè và những người đi trên đường sẽ nhận được một gói quà tặng từ Colgate và chụp một bức ảnh sau đó sẽ được tải lên và được trình chiếu trên một biển quảng cáo kỹ thuật số lớn.

 

Đồng thời sử dụng Facebook như là trung tâm kỹ thuật số của chiến dịch, tất cả các bức ảnh được chụp và được tải lên trang Facebook của Colgate sẽ được tính 10 nụ cười, với mỗi bình luận về nó sẽ được tính 2 nụ cười và một “Like” sẽ đổi được 1 nụ cười.

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Khi Colgate đã thu thập đủ một triệu nụ cười thì sẽ được quy đổi thành 100.000 bảng Anh để quyên góp cho tổ chức Barnardo’s  với khẩu hiệu “Believing in children” – được thành lập vào năm 1867 và hiện nay là tổ chức từ thiệncho trẻ em lớn nhất và nổi tiếng nhất nước Anh, Barnardo’s tin rằng giúp trẻ em nở nụ cười sẽ cho chúng thêm sự tự tin và điều đó sẽ giúp tăng khả năng khiến trẻ đạt được tiềm năng của bản thân, tổ chức làm việc với 100.000 trẻ em và gia đình của trẻ mỗi năm, thực hiện hơn 400 dự án cộng đồng trên khắp nước Anh.

barnardos logo

Cuối chiến dịch sử dụng những bức ảnh đã được tải lên trang facebook sẽ được hiển thị ngẩu nhiên trên các bảng quảng cáo kỹ thuật số trên toàn Birmingham, Livepool và London.

 

https://www.youtube.com/embed/jDqoqb7SB_g>

 

Kết quả

 

Thông qua chiến dịch thương hiệu muốn gợi nhắc cho người tiêu dung Colgate là thương hiệu mà họ tin tưởng, tôn trọng và yêu thích.

Có 900 người tham gia vào trang web.

2500 gói quà tặng(goody bags) được phân phát.

Đạt được một triệu nụ cười.

Thương hiệu được nhiều đánh giá tích cực được phát trên nhiều kênh truyền thông.

Giành được giải thưởng Europe’s Best Consumer Marketing Campaign tại lể trao giải European Sabre PR Awards và được đề cử cho giải Forrester Groundswell Award.

Và là Chiến dịch tích hợp thành công nhất năm 2011 của thương hiệu – cùng đồng thời tác động đến doanh số bán hàng.

 

Nguồn: london.vml.com (Cửu Độ biên dịch)

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