Elmex: Dude Where Are The Holes?
The new ambient campaign for Elmex Anti-Cavities Toothpaste is called project Bowling Ball. Is it guerrilla enough to earn massive attention? Check out yourself at “Dude where are the holes?”
The campaign was created by Shalmor Avnon Amichay/Y&R Interactive from Tel Aviv. The agency just won a Bronze Award for best use of Ambient Media at the Eurobest Advertising Festival with the Elmex Cavities on the bus campaign.
Let us know how you rate Dude where are the holes…
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So simple, yet I love it! Like the idea of engaging people in these kind of ways: more effective than showing people a regular ad, in my opinion.
Sorry, find it a bit boring… so a few people saw these balls and even less people saw the video that they made of it.. I wonder what the actual results of this campaign are, because for me it’s just a nice video…
@ Laurens
Reach is indeed a minority report. But I would like to see your face during Bowlr 2010
@ Mireille
Your so true, earning attention is much more fun for the receiver than getting that same boring ad served again….
Cheers
Igor
Love it! nice & refreshing approach.
@Laurens: The video says the bowls were seen all over the country.
I think it’s very clever, the only thing that bothers me is the incongruity: the very last place you would think about your teeth is probably the bowling alley! During my studies I have learned that incongruity is very bad for the retention of the ad. If ad and location ‘belong together’ more, people are more likely to remember the ad.
For all the non-believers: I can back this up with some scientific articles
I think this is a cool guerrilla project! Sure, like Laurens says; not many people saw the balls (if you compare it to a viral video that reaches millions on the internet).
But is that the goal for a guerrilla campaign? I think with this campaign Elmex did something cool and here we are talking about it.
I think with the right social media approach Elmex can still reach the big numbers if they seed this video in the right places.
I thought the idea is great, but they could have done more with it! Post the most funny reactions somewhere, create a hub, rate the most funny videos ect. Therefore great idea, slightly poor execution!
Hey Guys,
Nice to see the peer discussions: they give great new ideas and insights!
@ Eelke: I believe you can back things both theoretically and scientificly. However, I have seen some cases studies in which incongruity was great for ad recall and retention.
@ Niels: agreed that we should not compare all to virals. Impact can be great at real life events.
@ Nicole: think you are very right. So many opportunties to make it more 360. Why not create an Elmex Bowling competition or game around this promotion?
Cheers