Ancient Secrets Possible Group
Task
The main goal of the project was to make consumers aware of a new Colgate brand – «Ancient Secrets» – and to increase knowledge about unique ingredients that are used in the oral care category. Goal: create a campaign that would be unique for the toothpaste category and to help consumers experience and feel something new.
Ideas and solutions
The campaign started with the product’s packaging. One out of every three toothpastes had an ancient Chinese parchment inside that contained an invitation to the website of the project where consumers could discover real ancient secrets. By typing their name on the landing page, they became the main heroes of the journey along with Natalia Osmann. They travelled through five chapters and each of them was dedicated to the secret of one of the ingredients. Five chapters. Five ingredients. Five incredibly beautiful places in China. Each chapter is a search of self, a search of an ingredient, a meeting with gurus and wise men and, of course, a discovery of an ancient secret. And in the end, ten people got a chance to follow Natalia to China in real life, winning trips and other prizes. To create the content for the project, the team spent ten days in China, filming in different locations. By making photos in the "Follow me to" style, we could easily integrate them into Instagram and other feeds. That was the content the users were used to and loved, and now they could even see it in shops. And the amount of photo and video content that we’ve prepared allowed us to tell different stories for quite a long time without boring the users. Consumers were also invited to follow ancient secrets in shops. As part of a PR campaign we opened a House of Ancient Secrets in Park Hermitage. There people could discover secrets of ancient Chinese recipes as well as learn more about Chinese culture in general.
