A while ago LISTERINE® Colombia launched a campaing that would make their Whitening products reach the top of its category in the overall market. References such as Luminous White by Colgate and White by Oral B were fiercely striking colombian consumers over the whitening category. That's why LISTERINE® needed a come back to reclaim its superiority: the SmileIQ campaing.
The SmileIQ campaign has been the front-end of a series of actions that made LISTERINE® Colombia regain its marketshare versus other whitening brands. Inviting consumers to "unleash the power of their smiles" by leveraging on the digital environment has been the key aspect of the brand's strategy. While Social Media got, kept and grew the amount of LISTERINE® Whitening lovers, the brand had still a huge ace to play: SmileIQ for Facebook, which consists of an app that calculates the IQ of your smile by using Computer Vision technologies to scan your photos and albums, looking specifically for your smiley pics ;) The more you smile, the better!
As a member of the Owak family (LISTERINE®'s Digital Agency in Colombia), I was asked to be part of this huge call-up to reinforce the brand's come back, by doing the things I love the most: motion graphics and UX. A guided video tour through the main features of the app was developed to help users understand what they were going to get and how. Also, some tutorials based on the former video invited them to participate in Social Media contests in order to win Whitening prizes and hence keep everyone smiling!
My role: storyboarding, motion graphics & sound design.
Direction: Daniel O'Byrne (daobyrne@owakstudios.com).
UI / UX / Logo design: Juan Sebastián Sierra (jss@owakstudios.com).
UI / UX / Logo design: Juan Sebastián Sierra (jss@owakstudios.com).
Final 3D product shots: Alberto Restrepo (ard@owakstudios.com).
Check it out: listerine.co/smileIQ/
This travel was actually used on an interactive parallax on listerine.co website.
Users calculate their SmileIQ by hitting the Calculate button. Then the app starts analyzing all of your public pictures on FB.
This is an example of a collage. Color squares were included to let the pics breathe inside the collage.
You can also calculate the SmileIQ of your friends. If their pics aren't public, you can invite them to unlock them!
Challenge your friends to discover who's got the most powerful smile, i.e. who smiles the most!
Finally, inviting friends to try the app is always the best way to let your consumers promote your brand!
The bottles are 3D. They were modeled and animated by Alberto, then composited by me.
We also made this quick tutorial to make LISTERINE® lovers to post their best smiles on the brand's fanpage to win Whitening prizes. This time I had to animate more Facebook and less SmileIQ, but the result is quite as awesome as the previous Guided Tour video.
You can download your collage after being created.
Not only I had to create vectors for the fanpage, but also for the Windows 8.1 GUI.
