GLOW IN THE DARK TEEN IDOL POSTER

TitleGLOW IN THE DARK TEEN IDOL POSTER
ClientCOLGATE PALMOLIVE
Product / ServiceCOLGATE TOTAL
CategoryA02. Posters
EntrantY&R SINGAPORE, SINGAPORE
Entrant Company:Y&R SINGAPORE, SINGAPORE
Design/Advertising Agency:Y&R SINGAPORE, SINGAPORE

Brief Explanation

Unfortunately, toothpastes are not something tweens think about everyday. What they do talk about however are celebrities. How then do we reach out to this easily distracted, easily bored group? Can we then talk to our audience by letting celebrities talk to them? Yes we can.

The Brief

For over 100 years, Colgate has been marketing toothpastes to mothers. This year, we decided to expand our customer base by talking to a whole new audience: tweens. According to recent studies, this particular segment has considerable influence in household purchases.

How the final design was conceived

Most people brush their teeth twice a day. Most people also forget to brush their teeth at night. To reach and remind our young people to brush their teeth, we knew we had to surprise them. We contacted Teens Magazine. Despite its name, the majority of their readers are tweens who aspire to be teens. Then we asked a local celebrity if he would like to be a role model to young people. Teens Magazine gave him the centrefold, and he gave us his best smile.

Indication of how successful the outcome was in the market

After tweens put up the poster, something unexpected happened at night. Those who didn't brush their teeth promptly did so. Then they went and told their friends. Their friends went out, bought the magazine, and told more people. Before long, the work started appearing on FB, Multiply, tumblr and other social media sites. Their parents thought it was a great idea and told other parents who bought the magazine (and Colgate toothpastes) for their children. And while all this was happening, sales have quietly gone up by a modest 0.7%.

Credits

Name Company Position
Shen Guan Tan Y&R Hong Kong Executive Creative Director
Edward Ong Y&R Singapore Creative Director
Han Ming Toh Y&R Singapore Creative Director
Hisashi Matsui Y&R Singapore Art Director
Edward Ong Y&R Singapore Copywriter
Kirby Ho Y&R Singapore Art Buyer
Friska Fredireca Y&R Singapore Account Executive
Somjai Satjatham Y&R Singapore Designer
Weng Heng Lo Y&R Singapore Designer
Justin Chua Y&R Singapore Production Manager
Sam Ng Y&R Singapore Retoucher
Chai Guan Teo Teo Studio Photographer