Colgate-Palmolive initiated an interactive Digital Outdoor campaign to promote their ‘Keep Britain Smiling’ campaign. The campaign integrated UGC content from Colgate’s Facebook page where people were asked to ‘share a smile for charity’. Photos were then featured on large format digital billboards across the UK in support of children’s charity Barnardo’s. The campaign aimed to collect one million “smiles” and pledged to donate £100,000 to children’s charity Barnardo’s when that target was reached.
An experiential campaign ran alongside the broadcast DOOH push. Staged around Ocean Outdoor’s large format digital billboard at Westfield London, the team handed out free samples and took pictures of shoppers who wanted to ‘share a smile for charity’ and be featured on the billboard.