Signal wanted to find a way to teach children how to take better care of their teeth. The goal: create an interactive mobile game for parents to guide their children, and at the same time entertain and make brushing teeth fun for kids. Not just a dreaded part of the daily routine.

There were no restrictions or regulations impacting the execution of the experience.

Signal is on a mission to teach kids to brush twice daily to prevent cavities. Our mobile campaign supports this mission by offering a fun tool for parents to teach kids, at the same time making daily oral care fun.

People still struggle to properly care for their teeth. 90% of oral care problems are preventable by adopting regular brushing twice a day: in the morning and before bedtime. However, getting kids to brush their teeth can be tricky.

Signal wanted to find a way to teach children how to take better care of their teeth. The main goal was to create an engaging, playful, educational digital experience that makes brushing teeth an integral part of a child's daily oral care routine.

We have taken the existing fun web content of Little Brush Big Brush series and came up with an interactive AR game that would actually change kids' habits.

By motivating kids to brush twice a day, regularly for 21 days, the digital experience aims to promote lifelong behavioural change by teaching them the importance of brushing their teeth.

We cleaned and gleamed the Signal Little Brush, Big Brush Facebook Messenger Chatbot toothbrushing companion with an augmented reality (AR) overhaul.

Elevating the existing Little Brush Big Brush Facebook Messenger experience, the use of augmented reality expands the story by offering 5 fun-filled animal masks that teach kids how to care for their teeth.

The experience keeps kids brushing for 21 days through daily reminders, AR interactions and reward stickers — helping them form a positive habit in a playful way. As one of the first Facebook Messenger extensions to use augmented reality for learning, the experience shows there’s so much more to AR than puking rainbows.

The Signal Little Brush Big Brush webseries was the basis for our AR experience. We have taken this content a step further through use of Facebook Messenger as a commonly used, natural channel to engage Signal users.

In the 21-day entertaining educational program for parents and kids, we invited them to join a bespoke AR-based journey on their smartphones explain the task and its benefits.

To ensure the experience was relevant and timely, the chatbot loads at your designated brushing time, where kids could choose fun masks to “become” during their brushing. To ensure engagement, kids receive sticker awards for being a good brusher.

We referenced the existing characters and storytelling elements from the Facebook Messenger chatbot, using AR to bring these stories and characters to life in a fun and playful way.

We created five beautifully crafted AR masks using Facebook Spark AR. Crafting the face of the animals in AR was finding the right balance between animal/human features to be displayed. We also coded the Sticker Book of 27 specially designed animated stickers and sounds as special rewards for users.

To ensure user acceptance, we live tested with real families and they loved it!

The project took 5 months to create and launched in France, Vietnam and Indonesia.

With Little Brush Big Brush AR Experience, Signal has created a playful way to teach children how to develop a healthy dental hygiene routine. The 21-day approach— exactly the time it takes for children to form a habit— facilitates this positive development. The AR experience is in its initial stages, but we already see growing engagement. In June this year the campaign will reach its second stage when we activate the chatbots and add more AR lenses. So far we grew organically, the coming campaign will include the first media spend for the project.