Colgate is celebrating Oral Health Month this October and to get the message out to the youth it has chosen the new media and now popular viral marketing tactic. Colgate has launched a microsite on attackofthegermosaurus.com where it shows that germs are destroying the earth (think Godzilla type creature destroying the earth!). Basically a futuristic video that shows a new species – germosaurus – wreaking havoc in 3000 AD.
Then it takes a reverse evolution route to show that these huge germosaurus have actually evolved from the germs that are in our mouth, gums and teeth. A sure shot way of giving flight to any youth’s imagination and connecting something as boring as fighting oral germs with a godzilla like future and the viral ends with the line “Don’t Play God to a New Species – Get a dental check up instead”. This viral is created by interactive avenues which is actually known more for its lead generation oriented work for financial clients than creative work like this.
This virals is a part of colgate’s month long Oral Health Month (OHM) awareness campaign that will run through October 2007 to establish and promote the importance of good oral hygiene and regular dental check-ups. I think this is probably one of very well executed virals that ive seen both in terms of impact and brand association. I think as we go on the internet will start becoming a medium for branding and awareness for brands and both virals and engagement oriented microsites which bring out the brands positioning message for the brand will come out.
hey guys great example – and definately true – your analysis of www as a branding tool.
your readers should probably have a look at canneslionslive.com where winners in the web category have been featured- some pretty exciting virals which when looked at – definately give a sense of things to come!
I completely agree!! My friends have actually started worrying about the health of their teeth too
!! Kudos to the guy who made it!
it’s very mediocre.
Interactive Avenues has been known for very mediocre work & treatment of clients.
IA=bunch-of-ungills &aunties doing pseudo-work
Webchutney=bunch-of-bachchas who rock
Webchutney = bachchas who suck
If you talk to anyone outside of the 150 member interactive advertising community, there is not ONE person who has actually seen and experienced the VIRALS of Webchutney ‘Viral Marketing Exparts (sic)’
Reminds me of the hoarding con-game where the agency maps out the Brand Managers driving route to ensure he sees the campaign.
Not that the colgate example is great – but atleast it seems honest.