Last weekend Colgate-Palmolive extended its “Keep Britain Smiling” campaign by initiating experiential activity staged around Ocean Outdoor’s large format digital billboard at London’s Westfield Shopping Centre. The team handed out free samples and also took pictures of shoppers who wanted to ‘share a smile for charity’ and be featured on the billboard itself in support of children’s charity Barnardo’s.

Created by VML London and produced by Grand Visual, the campaign used Grand Visual’s OpenLoop platform to stream photos of smiling shoppers directly to the digital billboard creative. The campaign runs alongside a broader online and DOOH initiative for Colgate which aims to collect one million "smiles" this summer, and has pledged to donate £100,000 to children’s charity Barnardo’s when that target has been reached.

The broader campaign integrates UGC content from Colgate’s Facebook page where people were asked to ‘share a smile for charity’ with photos featured on digital billboards across the UK. On Colgate’s Facebook page (created by VML London), every photograph of a smile is worth "10 smiles", comments on Colgate’s Facebook wall count as "two smiles", and every time someone likes Colgate’s page, this help this is treated as "one smile". All smiles are registered on Colgate’s smile-o-meter and help Colgate to reach its target to then make the £100,000 donation to Barnardo’s.

The experiential activity was managed by BlazinStar and the broader digital out of home campaign was booked by Kinetic and runs across Ocean Outdoor’s billboards at the Birmingham Bullring and the Liverpool Media Wall, as well as on JCDecaux’s Transvison network and CBS Outdoor’s XTP screens on the London Underground.

The dynamic OOH campaign supports Colgate’s online, radio, digital and experiential activity, produced by a collaboration of agencies including MEC, Cohn & Wolfe, VML London, Grand Visual, Mars and RKCR.

Dan Dawson, Digital Director of Grand Visual said: “DOOH campaigns are a great way to amplify online activity in a broadcast environment. This UGC execution is a powerful call to action to get people online and engaging with Colgate’s ‘Keep Britain Smiling’ campaign.”