The FMCG sector in Russia is notable for the constant struggle of brands for the attention of a sophisticated audience. To change this, you need to constantly look for non-standard insights and implement campaigns that can permanently capture the attention of consumers. So when in 2016 Colgate shared the secret of launching a new product specifically for Russia, the Possible Group set to work on creating an unusual and vibrant online campaign.
Colgate- Palmolive: « The main goal that we set ourselves when developing the Follow the Ancient Secrets project was to acquaint our consumers with a new line of productsColgate"Ancient Secrets" and talk about the unique ingredients for the oral care category. Our task was to make an unusual campaign for the category of toothpastes, to allow our consumers to get new experience and vivid emotions, revealing the secrets of ancient Chinese recipes.”
The Russian audience of the FMCG sector is distinguished by a craving for the new and unusual, while trusting and often turning to the experience of centuries-old traditions - therefore, the brand decided to focus on the ancient secrets of China and created a line of products that contain sea salt, lotus, aloe, algae and lemon - traditional ingredients of Chinese medicine, combined with modern technology and knowledge of Colgate.
The agency developed the theme of ancient Chinese secrets and offered to give each user the opportunity to go to China for the ancient secrets of the new ingredients in the Colgate line.
Maryam Akhunova,CreativeDirector, Possiblegroup: « Colgate shared with us the secret about launching the project back in 2016. An unprecedented step for the brand - a whole line of oral care products created specifically for Russia. We were faced with the task of telling as comprehensively as possible about the launch of "Secrets" in the summer of 2017.
The idea was born during the very first meeting of the working group - it was enough to look at the packaging of the product and the leaflet in it. Chinese characters, recipes, lotus, algae and other ingredients with character, and finally an invitation to travel back in time and uncover the secrets of ancient China - all this prompted the idea of traveling to this country full of secrets.
The founders of the FollowMeTo project, Natalia and Murad Osmann, were the best fit for the role of a travel guide. It was Natalia who became the face of the Follow the Ancient Secrets campaign: the team went to China to shoot. It took a record 8 days to shoot all the materials, which became an additional challenge for the team.
Murad Osmann, General Producer of Hype Pro and Creator of #FollowMeTo
Initially, we were faced with the task of shooting a digital campaign for a new line of Colgate products, integrating the product into the style of the #FollowMeTo project. The very name "Ancient Secrets" refers to Asia, immerses in the culture of these ancient countries, in their customs and traditions. We had 5 incredibly picturesque and very different locations and 8 days to shoot. Considering that some locations were at opposite ends of the country, the schedule was as harsh as possible, and the conditions were almost Spartan. But, as practice shows, the less time for "buildup", the more efficient the process becomes. We slept for three hours, met all the sunrises and saw off all the sunsets (photographers know that these are the two most successful times of the day in the world and you always have to chase them), changed planes-buses-trains-cars, sometimes spent the night in villages, where even hotels was not, only the houses of hospitable local residents. As a result, we had about 150 processed photos, as well as several versions of the video telling about the ingredients for the client's website, and the author's video, which was in the top of Russian YouTube for 2 days in a row. The collaboration with Colgate has without a doubt been one of the highlights for us this year.
The journey to China for users began at www.colgatesecrets.ru, where the audience could read a mini-book about themselves as the main character: 5 chapters, 5 ingredients, 5 adventures with Natalia Osmann. Each chapter is a search for yourself, a search for an ingredient, an encounter with gurus and sages, and the discovery of an ancient secret.
For the most devoted fans, the brand prepared a contest, to participate in which it was necessary to follow 3 simple steps:
- buy two toothpastes from the new collection (and keep the receipt);
- take a photo on assignment from Natalia Osmann;
- post this photo with the hashtag #colgatesecrets on VK or Instagram.
As a result of the competition, six lucky ones get the opportunity to follow Natalya to China and discover the secrets of the ancients for real! Four of them have already been awarded, and two November winners are being chosen right now.
The results of the campaign exceeded all expectations: a total of 3,898 entries were submitted for the contest! The number of visits to the site reached 986,472, while the browsing depth was 3.2 pages, and the time spent on the site by users took up to 3 minutes.
Maria Veretennikova, Marketing DirectorColgate- Palmolive: Our campaign starts on the websitewww. colgatesecrets. enand goes beyond it with the help of various online promotion formats, social networks, media projects, as well as communication in retail outlets.
Visualization in the FollowMeTo style made it possible to integrate into feeds as natively as possibleInstagramand other social networks of the target audience - this is the content they are used to and love, which they can now watch in retail outlets. And the amount of prepared photo and video content allows us to tell different stories for quite a long time without annoying users.
Natalya Khorokhorina,accountDirector, Possiblegroup: “The uniqueness of this project is in the amazing synergy of the agency, the client, colleagues from FollowMeTo. We were all on the same wavelength and put our soul into the project. And we are proud of the amazing quality of production and intermediate results: audience involvement in the project, interest in content, history and brand perception. We had the opportunity to build the image of an entire product line almost from scratch, which in its essence is quite atypical for Colgate. And the team-created story really makes Ancient Secrets stand out from the crowd."
Colgate-
Palmolive
Marketing Director - Maria Veretennikova
Director of innovation in the category of oral care products - Nekhochina Irina
Oral Care Marketing Manager - Narine Tumanova
Senior Marketing Manager for Innovative Products - Mamina Natalia
Junior product marketing manager - Chuvilina Inna
Possible
Creative director - Akhunova Maryam
Junior creator - Suleeva Amina
Strategic - Maria Vertkina
Art director - Evgenia Kuznetsova
Designer - Trotsina Anna
Client service director - Sergey Rozhnev
Account director - Khorokhorina Natalia
Junior account manager - Anna Kanikovskaya
Project manager - Alexander Patlukh
#FollowMeTo
Director - Gulina Tatiana
Operator - Sharipov Aidar
Producer - Andrey Samsonov, Yulia Samoilova
Production coordinator - Bordyuzha Vladislav
Editor - Yury Karikh
Composer - Himoroda Grigory
Production - Hype Production
Project manager - Anastasia Zhuravel
Guide - Anna Bessmertnaya
Participate in the "Follow the Ancient Secrets" Contest.
Buy 2 toothpastes:
Toothpaste Colgate Ancient secrets Caring for gums 75ml
Colgate Toothpaste Ancient Secrets Safe Whitening 75ml
Colgate Toothpaste Ancient Secrets Impeccable Freshness 75ml
Take a photo as directed.
Post your photo on social media with the hashtag #colgatesecrets for a chance to win prizes!
PRIZES:
The main prize is a Certificate for 250,000 rubles for a trip to China;
Smartphone Apple iPone 7;
Travel bag (or suitcase)
Colgate grocery set Ancient secrets
Tax on winnings
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Tax on lottery winnings in force in 2019. the law is paid both upon receipt of the winnings in the form of a monetary amount, and upon delivery of it in material form. The amount of tax on winnings in the incentive lottery is 35% of the winnings. At the same time, if the value of the winnings does not exceed 4,000 rubles, the citizen is exempt from paying tax. In other cases, only the value of winnings exceeding 4,000 rubles is taxed. (for example, if the winner won a TV worth 25,000 rubles, the tax will be charged only 21,000 rubles).
website
The FMCG sector in Russia is notable for the constant struggle of brands for the attention of a sophisticated audience. To change this, you need to constantly look for non-standard insights and implement campaigns that can permanently capture the attention of consumers. So when in 2016 Colgate shared the secret of launching a new product specifically for Russia, the Possible Group set to work on creating an unusual and vibrant online campaign.
Maria Veretennikova, Marketing DirectorColgate— Palmolive: “The main goal that we set for ourselves when developing the project was to introduce our consumers to the new line of Colgate products “Ancient Secrets” and to tell about the unique ingredients for the oral care category. Our task was to make an unusual campaign for the category of toothpastes, to allow our consumers to get new experience and vivid emotions, revealing the secrets of ancient Chinese recipes.”
The Russian audience of the FMCG sector is distinguished by a craving for the new and unusual, while trusting and often turning to the experience of centuries-old traditions - therefore, the brand decided to focus on the ancient secrets of China and created a line of products that contain sea salt, lotus, aloe, algae and lemon traditional Chinese medicine ingredients combined with modern technology and Colgate knowledge.
The agency developed the theme of ancient Chinese secrets and offered to give each user the opportunity to go to China for the ancient secrets of the new ingredients in the Colgate line.
Maryam Akhunova,CreativeDirector, Possiblegroup: “The idea was born during the very first meeting of the working group - it was enough to look at the packaging of the product and the leaflet in it. Chinese characters, recipes, lotus, algae and other ingredients with character, and finally an invitation to travel back in time and uncover the secrets of ancient China - all this prompted the idea of traveling to this country full of secrets.
The founders of the FollowMeTo project, Natalia and Murad Osmann, were the best fit for the role of a travel guide. It was Natalia who became the face of the Follow the Ancient Secrets campaign: the team went to China to shoot. It took a record 8 days to shoot all the materials, which became an additional challenge for the team.
Murad Osmann, General Producer of Hype Pro and Creator of #FollowMeTo: “Initially, we were faced with the task of filming a digital campaign for a new line of Colgate products, integrating the product into the style of the #FollowMeTo project. The very name "Ancient Secrets" refers to Asia, immerses in the culture of these ancient countries, in their customs and traditions. We had 5 incredibly picturesque and very different locations and 8 days to shoot. Considering the fact that some locations were on opposite ends of the country, the schedule was as harsh as possible, and the conditions were almost Spartan.
But, as practice shows, the less time for "buildup", the more efficient the process becomes. We slept for three hours, met all the sunrises and saw off all the sunsets (photographers know that these are the two most successful times of the day in the world and you always have to chase them), changed planes-buses-trains-cars, sometimes spent the night in villages, where even hotels was not, only the houses of hospitable local residents. As a result, we had about 150 processed photos, as well as several versions of the video telling about the ingredients for the client's website, and the author's video. The collaboration with Colgate was without a doubt one of the highlights for us this year.”
The journey to China for users began at www.colgatesecrets.ru, where the audience could read a mini-book about themselves as the main character: 5 chapters, 5 ingredients, 5 adventures with Natalia Osmann. Each chapter is a search for yourself, a search for an ingredient, a meeting with gurus and sages, and the discovery of an ancient secret.
For the most devoted fans, the brand prepared a contest, to participate in which it was necessary to follow 3 simple steps:
- buy two toothpastes from the new collection (and keep the receipt)
— take a photo on assignment from Natalia Osmann
— post this photo with the hashtag #colgatesecrets on VK or Instagram
As a result of the competition, six lucky ones get the opportunity to follow Natalya to China and discover the secrets of the ancients for real!
website
The composition of the creative team
website
Client: Colgate— Palmolive
Marketing Director: Veretennikova Maria
Chief Innovation Officer, Oral Care: Nekhochina Irina
Oral Care Marketing Manager: Tumanova Narine
Senior Product Marketing Manager: Mamina Natalia
Junior Product Marketing Manager: Chuvilina Inna
website
Agency: Possible
creative director: Akhunova Maryam
junior creator: Suleeva Amina
Strategic: Vertkina Maria
art director: Kuznetsova Evgenia
designer: Trotsina Anna
Client service director: Rozhnev Sergey
account director: Khorokhorina Natalia
junior account manager: Kanikovskaya Anna
project manager: Patlukh Alexander
website
Production: Hype Production/#FollowMeTo
Director: Gulina Tatiana
Operator: Sharipov Aidar
Producer: Samsonov Andrey, Yulia Samoilova
Production coordinator: Bordyuzha Vladislav
Editor: Karikh Yuri
Composer: Himoroda Grigory
Project manager: Anastasia Zhuravel
Guide: Anna Immortal
Colgate Palmolive invites everyone to take part in the new project “Follow the ancient secrets” and go to the protected places of China with the traveler and #FollowMeTo co-author Natalya Osmann.
The beauty of China is given to a few to see, to learn its secrets - only to a few. The ancient Chinese sages kept many secrets of a healthy and energetic life.
Colgate went on an exciting journey through the protected corners of the Middle Kingdom together with Natalia Osmann to unravel the mysteries of the ancient country.
The result of this journey is Colgate's new project Follow Ancient Secrets. Everyone can join Natalia Osmann's journey at colgatesecrets.ru and get the opportunity to win a trip to bewitching China, as well as other valuable prizes.
Together with Natalia, the site's guests will travel to the Chinese cities and provinces of Zhouzhuang, Guilin, Huanghuacheng, Yangshuo and Zhangye, revealing the secrets of ingredients from ancient Chinese recipes for health and beauty: lotus flower, sea salt, seaweed, lemon and aloe.
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It was these ingredients that inspired Colgate to create the new "Ancient Secrets" product line. The premium product line includes toothpastes and toothbrushes.
“Murad and I have already been to China several times, but the last trip turned out to be quite special. Not a vacation, not a tour, not just a trip, but a real expedition! We got up before dawn, covered hundreds of kilometers on all possible modes of transport, climbed mountains, descended into caves, looked for the very best places to inspire ourselves, inspire you and unravel the ancient Chinese secrets of harmony and health,” Natalia Osmann shares her impressions .
To go on a journey through the Middle Kingdom and win valuable prizes, you need to go to the website colgatesecrets.ru, purchase two Colgate Ancient Secrets toothpastes and complete the tasks of Natalia Osmann. The contest will run from August 1 to November 30, 2017. Winners are determined monthly!
To learn more about the Follow the Ancient Secrets project, please follow the link: colgatesecrets.ru/competition
About Colgate's New Ancient Secrets Series
Colgate Ancient Secrets is the perfect balance of Colgate technology and natural ingredients found in ancient Chinese recipes: lotus flower, seaweed and salt, aloe oil and lemon.
Colgate Ancient Secrets Toothpaste with Lotus Leaf & Flower Extract soothes, cools and helps keep gums healthy when used regularly.
Toothpaste with salt and seaweed extract is suitable for safely restoring natural whiteness, while toothpaste with lemon oil and aloe extract provides a feeling of freshness in the entire mouth throughout the day. Each pack of Colgate toothpaste contains a secret message for anyone who wishes to travel to ancient China and uncover the secrets of health and longevity.
Colgate's Ancient Secrets Toothbrushes let you take good care of your teeth, and their attractive design makes your morning routine more enjoyable.
