Colgate Promo, Case study 12/12/12 by VML Sao Paulo

12/12/12
The Promo / PR Ad titled 12/12/12 was done by VML Sao Paulo advertising agency for Colgate in Brazil. It was released in Oct 2012.
Advertising campaign for Colgate

Colgate: 12/12/12

Brand
Colgate
Media
Promo, Case study
Released
October 2012
Posted
October 2012
Market
Brazil
Industry
Oral Hygiene
Agency
VML Sao Paulo
Creative Director
Silmo Bonomi
Art Director
Wellington Ferreira
Creative Director
Nelsinho Botega
Copywriter
Jairo Anderson
Art Director
Dani Mochida

Credits & Description:

Advertiser: COLGATE-PALMOLIVE
Agency: VML PROPAGANDA
Category: Fast Moving Consumer Goods
Advertising campaign: 12/12/12
Art Director: Dani Mochida (VML)
Media Director: Fabiola Sidorenko (VML)
Art Buyer: Aline Moura (VML)
Account Manager: Mariana Baldin (VML)
Creative Director: Nelsinho Botega (VML)
Account VP: Valeria Ordonhez (VML)
Creative Director: Silmo Bonomi (VML)
Motion Designer: Gabriel Cuevas (VML)
Copywriter: Jairo Anderson (VML)
Planner: Bernardo Kirschner (VML)
Account Director: Felipe Wanderley (VML)
Creative VP: Vitor Knijnik (VML)
Art Director: Wellington Ferreira (VML)

Strategy
Colgate asked for an impactful action to mark 12/12/12 with Colgate Total 12. December 12th also happens to be Silvio Santos’ anniversary: the man with the most famous smile in Brazil. That was a once in a lifetime opportunity for Colgate Total 12 to make something huge. So we decided to make a surprise tribute for him in video.Silvio Santos is a living legend in Brazilian television; he is the owner of the 2nd most important broadcasting channel (SBT) and hosts to his own Sunday show since the 70’s. We only had one problem: he simply does not do advertising.

Execution
The creative solution was the media solution! We surprised the most famous TV host in Brazil in the day of his birthday. Colgate Total 12, in partnership with SBT’s commercial and artistic department, surprised Silvio Santos by running a tribute in absolutely all of the SBT's commercial breaks during 12/12/12.We made hundreds of insertions, including product placement in a lot of SBT's shows. The best part: we didn’t need to pay for the use of Silvio Santos’ image copyright. Why? Because the campaign’s protagonist is also the broadcasting channel itself, the owner of SBT. So the cache was the media investment!

Effectiveness
•Almost 2 million views (YouTube and banner videos)•More than 12.000 comments on Facebook•#parabenssilvio (“Happy Birthday Silvio”): twitter trend topic•22 million people impacted during the campaign, only on digital•All of it in only one day: 12/12/12!