Design > Environmental Design

INTERNATIONAL AIRPORT MOUTH

BEACON COMMUNICATIONS, Tokyo / PROCTER & GAMBLE / 2012

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Overview

Credits

Overview

BriefExplanation

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.

ClientBriefOrObjective

Japan is a very electric-appliance savvy country, however, electric toothbrush consideration is very low as most consumers don’t really know why they need electric.

Effectiveness

We put QR Codes on the carousels. QR Codes have a very high usage rate in Japan as they have been around for over 10 years here and are a common tool to jump online. So the QR Codes gave consumers a chance to win a product, and if they didn’t win, they were encouraged to go to any one of the consumer electronic stores in the surrounding area. During the campaign time the client saw sales increase by 127%.

Execution

We found this insight that people are most concerned about the cleanliness of their teeth after meals or long stints of travel. Then we realised how perfectly the airport baggage carousel was like teeth, and the separate pieces got bigger around the corners. All airport baggage carousels have straight and then curved areas. This perfectly represented our objective of revealing the 'hidden', and is where the design comes to life.

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