Blazinstar Experiential helped Colgate to raise a smile amongst shoppers at West London shopping centre, by creating and implementing an engaging live brand experience, in a bid to raise money for 1000’s of disadvantaged children.
The campaign is part of a wider initiative created by VML London, Kinetic and produced by Grand Visual to Keep Britain Smiling.
Blazinstar Experiential assisted in Colgate’s aim is to collect one million ‘smiles’, in support of children’s charity Barnardo’s..
Consumers were encouraged to pose for a photo and ‘share a smile for charity’ their snap appearing instantly on a large format digital billboard outside Westfield.
Free samples were handed out, and participants were directed to Colgate’s Facebook page where every photograph of a smile was worth ten smiles, comments counted as two smiles, and ‘likes’ were treated as one smile.
Once its smile-o-meter reached its target, Colgate made a £100,000 donation to Barnardo’s
Barnardo’s assistant director Allan McLaren said: “Barnardo’s are delighted to be involved in such an imaginative and ground breaking campaign. £100K really will change the life for thousands of the most disadvantaged children across the UK. On behalf of all these children I would like to say a huge thank you to Colgate and to all the agencies and experts who are making this possible.”
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