Intro
After a successful 2 year journey, the project “Brushing Together” evolved into a 360 campaign. AIM as an expert in oral care, for the past 30 years, has one major mission: protect and share more healthy smiles to our beloved ones, in different and engaging ways.
Challenge
To take an already successful activation one step further. AIM creates a unique chain of healthy smiles that travel to the most distant Aegean islands, bringing along best oral care practices, hope and fun.
Solution
This year’s concept was split in 3 phases that was supported by:
- Two digital videos: a reminder intro video of the brands past actions and a motivational one with the collaboration of two ambassadors, that perfectly matched the activation’s criteria.
- A digital activation that involved consumers and asked them to share a photo with their smile. The more smiles collected the further AIMs mission would travel in order to bring smiles to more and more people.
- A collaboration with AB chain retailer and an instore promo run, where part of the brand’s sales was donated to the activation’s mission.
- Live streaming, photo and video material were collected from every stop, every island and of course the final destination (Ano Koufonisi) so as to enhance consumers involvement.
- A dedicated microsite hosted the whole activation and the individual parts so that everyone could be exposed to each activation’s stage.
Outcome
The project is still in progress, yet the result will be the actual creation of a cultural & athletic center in Ano Koufonisi. Up to now, the metrics below show that consumers have embraced the project.
Views of the 2 video: almost 600.000
Activation’s participations: almost 200 in
Site Visits: more than 23.000
