Based on insights identified together with Oral-B, we developed a strategy that connects hardware (the electric toothbrush) with software (mobile app) with the goal of improving people’s oral health by providing a tool that fosters the dentist-patient interaction and helps people to stay on top of their oral care at home, in-between dentist visits.

We contributed our expertise in digital mobile services, integrating with the Oral-B R&D and marketing teams.

Oral-B will be the first brand to have a connected electric toothbrush in market, moving even faster than startup rivals such as Kolibree. There is currently a manual (not electric) toothbrush with Bluetooth-connectivity on the market (“Beam Brush”). However, Oral-B is in a position with 50 years of R&D under its belt to deliver much better product quality for the actual toothbrush. Combined with the agency’s expertise in digital services, the result is a strong combination of know-how.

The technology was developed from the ground up and is a true first-to-market innovation by P&G.

The Bluetooth chipset is provided by a supplier; the Bluetooth firmware was developed by the Braun R&D team (part of P&G). The mobile app software was designed and developed by the agency. We collaborated closely with the client on the Bluetooth software-firmware integration.

During the research phase, we worked closely with consumers and dental professionals.

The product was announced at Mobile World Congress in Barcelona this year and has generated unprecedented media buzz.

App Features & Benefits:

• Utilizes Two-Way Communication Between Toothbrush and App

• Delivers Expert Guidance with Focused Care and Inputs by Dental Professionals

• Programs Personal Brush Settings

• Tracks and Rewards Good Performance and Compliance

• Fosters Better Brushing

• Content While Brushing (Tips, News, and More)

• iOS and Android

In a soft launched beta version of the iOS app in US, UK, Australia, Germany and Japan with approximately 10,000 users, we have already seen drastically improved average brushing times of 2:16 min (vs 0:45 baseline). We are tracking data with Google Analytics.

The expectation for the full global launch in Summer 2014 is to:

• Position Oral-B as the most innovative oral care brand and leverage the halo effect this product will have on the entire brand

• Protect premium price points

• Drive trade-up (purchase a premium brush with next purchase cycle)

• Strengthen the customer relationship in a bi-directional way

• Build a new channel for 1-1 marketing and e-commerce, for example by enabling brush head refills from inside the app