Cannes Lions

ORAL B SMART SERIES BRUSH AND APP

ICONMOBILE GROUP, Berlin / PROCTER & GAMBLE / 2015

Overview

Entries

Credits

Overview

Description

Together with P&G, our objective was to take toothbrushing to the next level, creating a better, more engaging and ultimately healthier toothbrushing experience. While electric toothbrushes have been around for a while, no one had yet tackled the problem of helping users, brush longer, smarter and better.

Execution

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 14 in Barcelona and has generated over 7 billion media impressions over the year including around the connected app and brush launch in April 2014.

Outcome

brush now available in more than 20 markets in western Europe, north America and Asia. By summer 2015, the brush will be available in nearly 50 global markets. The Oral-B app 3.0 connected app launched in April 2014 will be available for free in 100 markets on iOS and Android as of summer 2015.

Oral care statistics from Oral-B SmartSeries and app use

83 percent of brushing sessions are over two minutes, with a global average brushing duration of 2:24.

Oral-B app has been downloaded over 340,000 times since launch; there were 87 percent active users in the month of December 2014.

60 percent of brushing sessions are leveraging the rinsing, flossing and tongue cleaning app reminders, for a more holistic routine.

Oral-B SmartSeries with the Oral-B app has helped users achieve thorough brushing across all quadrants of the mouth.

over 7 billion in earned media impressions since march 2014

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