The brief was very simple: to help Japanese consumers better understand the benefit of the Oral B electric toothbrush (3D rotating round) that cleans hidden plaque between teeth.

To best showcase the Oral B key benefit of cleaning between the teeth, we were looking for the perfect combination of consumers who might be open to our message and a media space that could be unique in bringing the benefit to life.

All airport baggage belts have a very specific and unique way in which they move. We thought this movement worked perfectly to communicate the product benefit in an entertaining way to put the product at top of mind. We used QR codes and a digital sweepstakes to bring people online to learn more and get a chance of winning the product. In that process we were able to talk to them more about our product benefit which has low understanding in Japan.

Online users went up during the campaign, and more importantly sales of the product rose 127% on average at electronic appliance retailers.