Malaysia · 2024
Colgate × Baito Group
189 sessions.
Over 68 days.
Four formats, one campaign.
Roving bus, in-store, campus and workshop.
The project
Sustained consumer engagement across multiple touchpoints
Colgate needed more than a single-day event. Their Purple Campaign required sustained consumer engagement across diverse touchpoints: from hypermarket aisles to university campuses, from mobile roving buses to interactive mall workshops.
Each format demanded its own execution approach while maintaining one cohesive brand story. The campaign had to reach different audience segments in different environments, requiring a flexible team that could switch between in-store product demonstrations, high-energy campus activations, and hands-on craft workshops, sometimes all within the same week.
Baito designed and executed a multi-format activation strategy, deploying specialised teams for each format while maintaining central campaign management and reporting.
Sessions, days, locations, formats and TRX workshop sessions are Baito’s own delivery counts, not audience figures. Dates: Baito’s project records date three of the four formats to 2024 (roving bus, May; university roving, September to October; TRX workshop, October). Portfolio photos counts the Colgate set in our project gallery: 196 photos across 20 Colgate projects, 2022–2024.
01Roving bus
Maximum visibility,
on the go.
A branded bus was deployed across high-traffic areas for maximum visibility and direct consumer interaction on the go.
Baito’s project records date the roving bus to May 2024. The Purple Squad crew worked alongside the Hello Shine bus, where visitors held up Colgate products and posed for photos.
02In-store
Trained promoters
in the aisle.
Trained promoters were stationed at hypermarkets and retail outlets for product demonstrations and purchase conversion.
This took the Purple Campaign into hypermarket aisles, with in-store product demonstrations at the core of the format.
03University
Young adults,
on campus.
Targeted outreach on university campuses engaged young adult consumers with sampling and brand education.
Baito’s project records date the university roving to September to October 2024. Colgate Hello Shine sticker designs were part of the university roving booth.
04TRX workshop
24 sessions
over 8 days.
The Phone Charm Workshop was an interactive craft workshop at TRX Mall: 24 sessions over 8 days, with branded materials and hands-on engagement.
Baito’s project records date the TRX workshop to October 2024. Our photographs from TRX were taken at Guardian: Colgate Optic White and Optic White Purple packs, and shoppers with Colgate gift jute bags.
05Photographs
See the work.
More from the roving bus, in-store and university formats. Our project gallery holds 196 photos across 20 Colgate projects.
06The results
Sustained impact
across formats.
Total activation sessions
68 campaign days · 20+ activation locations
The multi-format approach ensured Colgate maintained consistent brand presence across diverse consumer touchpoints throughout the 68-day campaign.
Baito’s own delivery counts record 189 activation sessions over 68 campaign days, at 20+ activation locations, across four formats. The Phone Charm Workshop at TRX ran 24 sessions over 8 days. These are delivery counts, not audience figures.
Our project gallery holds 196 Colgate photos across 20 projects, 2022–2024.
For brands planning a similar campaign, the value is in running the formats as one: each reaches a different audience in a different environment, while one team keeps the brand story consistent.
Your next activation
Planning an activation
like this?
Whether you need in-store promotions, roving campaigns or interactive workshops, Baito has the team and experience to execute across all formats.
Plan a brand activation with Baito