Results and Effectiveness

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

Creative Execution

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.

Insights, Strategy and the Idea

Despite the excessive amount of electronics in Japan, electric Toothbrushes have very little penetration. Consumers continually question what the benefit of electric is for cleaning teeth. Once they understand the conversion is often very high. Japan has the largest domestic and international air travel consumers of any country. In doing consumer research we found that people often imagined the need for an electric toothbrush after long periods where they couldn't brush their teeth or it was too inconvenient (such as train or air travel)