Unilever needed a digital communication strategy for the brand Signal. We had proposals that drove attention due to good target understanding and the creative concept. We stepped out from the “smile-for-smiling” territory and tried to go beyond every smile. We developed applications to grow the brand credentials, more focused on Signal White Now. We refreshed the website, and built an integrated timeline of communication for Signal Romania, Serbia and Bulgaria.
The smile machine
During the White Sensation Party in Bucharest 2012, we implemented the Smile Machine, where party goers could smile in front of the machine, take a picture and apply effects, along with an automated „digital teeth whitening”. They received the photo and a Signal toothbrush and toothpaste. At White Sensation, there were more than 10000 product samples given. For Facebook, we started with 2000 fans, a small community, and we reached 16500 fans in 8 months with a strong engagement rate, raising the awareness of this fairly new brand on the Romanian market, with a different positioning compared to the rest of Europe.