The Objective

The new Colgate Max Fresh Gel is the first toothpaste infused with cooling crystals that create a whole new dimension of freshness. Saif Ali Khan and Asin are the celebrity brand ambassadors. For the launch of this new gel, interactive media was of foremost importance given the core target audience of young adults.

The Solution

Building a community of interested consumers required a solution that created a deeper level of engagement & ensured consumers keep coming back for more. The community zone would enable consumers to not only interact with the brand but also engage in interesting fun activities. Both, online & mobile, played a key role in community building – as both enabled real time brand interaction. While the online space required reaching consumers across various sites, the mobile integration was available across all operators.

The online campaign across leading sites – Rediff, Yahoo India, MSN India, Sify, Indiatimes – ensures high frequency. Given the target audience the plan concentrates on mobile, dating, movies & sports sections. Specialist sites like Galatta.com (for the south film-crazy audience) were included since the brand ambassador for the southern audience is Asin, a Tamil movie star. All Asin related content on Galatta was branded by MaxFresh & Galatta users got to meet Asin as part of the online promo.

Given the role search plays amongst online users, a customized search marketing campaign on Google was developed. Keywords ranging from Valentine’s (topical) to Ipods (prizes) to Saif Ali Khan (brand ambassador) carried the maxfreshclub message & drove traffic to the site. Google partner sites related to bollywood/ greetings/ jokes/ mobile fun were also part of the campaign – all building on the premise of contextual relevance.

The Creative Route

The micro site had a range of games, wallpapers, screensavers, viral ideas, product info & a specially created dimension test – all based on the brand proposition of cooling crystals & the 2 flavours, spicy fresh & peppermint ice. The music on the homepage was composed only for the site.

The launch of the site, timed with Valentine’s Day, promoted the viral & topical ‘Max Muuaah’ by which a user could send an e-kiss. . ‘Crystal Quest’ & Crystal Challenge’ required users to collect or spot the crystals in the game – in sync with the fun, energetic feel of the site. The downloads drew on the brand ambassadors Saif & Asin.

Innovative units such as the browser branding on Yahoo India ensured that the campaign has high impact. This innovation re-skins the browser bar with Maxfresh brand colors and message – delivering cut through visibility. In addition to this, rich media creative was used wherever possible to maintain impact.

The Results

Over 1 lakh unique users came to the site over a 3 month period & spent an average of 9 minutes. Over 25 million impressions were served through the online campaign which generated 140,000 clicks. Innovations like the Ooqa Ooqa have worked well with 1.5% CTR. Downloads from the site were close to 8000.