Reaching out to younger, urban consumers through a unique video animation
India, Republic of (Press Release) October 25, 2007 --
Mumbai, October 25, 2007: Colgate-Palmolive (India) Limited, the market leader in Oral Care, has taken the viral route to spread the message of good oral health as part of its initiative to offer free dental check ups during Oral Health Month.
Leveraging the growing Internet space, the new viral campaign seeks to reach younger, urban audiences with a futuristic video that shows a new species – germosaurus – wreaking havoc in 3000 AD. The video, which can be viewed at http://www.attackofthegermosaurus.com, goes on to rewind back to the present with a simple message “Don’t Play God to a New Species – Get a dental check up instead”. Visitors to the site are invited to share names and addresses of friends so that the message of good oral health via the germosaurus can be spread virally.
During Oral Health Month 2007, Colgate-Palmolive (India) has used a 360 degree approach to raise awareness through a combination of television, print, radio, hoarding, online ads and a series of below-the-line activities.
About Oral Health Month 2007
Oral Health Month (OHM) is an intensive month-long oral health awareness campaign that will run through October 2007 to establish and promote the importance of good oral hygiene and regular dental check-ups. Organized by Colgate and IDA, the theme for Oral Health Month 2007 is 'Mission: Towards Zero Tooth Decay' and focuses on spreading awareness to the rural population about common oral health problems. Oral Health Month 2007 has outreach events taking place across 175 cities including free dental check-ups and oral care education in schools and villages. In order to broaden coverage and build awareness, Oral Health Month 2007 has expanded its reach to cover 175 cities and towns across 19 states all over the country touching even 250 rural and remote corners. This is up from 102 cities covered in 2006. Dental mobile vans and camps organized across the country will spread awareness on oral hygiene and conduct free dental check-ups. Oral Health Month 2007 has also staged a unique Brush Up Challenge which is attempting to break the existing Guinness World Record™ for simultaneous brushing by people at multiple locations. For more information about OHM visit: www.oralhealthmonth.co.in
Leveraging the growing Internet space, the new viral campaign seeks to reach younger, urban audiences with a futuristic video that shows a new species – germosaurus – wreaking havoc in 3000 AD. The video, which can be viewed at http://www.attackofthegermosaurus.com, goes on to rewind back to the present with a simple message “Don’t Play God to a New Species – Get a dental check up instead”. Visitors to the site are invited to share names and addresses of friends so that the message of good oral health via the germosaurus can be spread virally.
During Oral Health Month 2007, Colgate-Palmolive (India) has used a 360 degree approach to raise awareness through a combination of television, print, radio, hoarding, online ads and a series of below-the-line activities.
About Oral Health Month 2007
Oral Health Month (OHM) is an intensive month-long oral health awareness campaign that will run through October 2007 to establish and promote the importance of good oral hygiene and regular dental check-ups. Organized by Colgate and IDA, the theme for Oral Health Month 2007 is 'Mission: Towards Zero Tooth Decay' and focuses on spreading awareness to the rural population about common oral health problems. Oral Health Month 2007 has outreach events taking place across 175 cities including free dental check-ups and oral care education in schools and villages. In order to broaden coverage and build awareness, Oral Health Month 2007 has expanded its reach to cover 175 cities and towns across 19 states all over the country touching even 250 rural and remote corners. This is up from 102 cities covered in 2006. Dental mobile vans and camps organized across the country will spread awareness on oral hygiene and conduct free dental check-ups. Oral Health Month 2007 has also staged a unique Brush Up Challenge which is attempting to break the existing Guinness World Record™ for simultaneous brushing by people at multiple locations. For more information about OHM visit: www.oralhealthmonth.co.in
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