Direction-Product Innovation
Brief: The cost of living crisis has had a profound effect on how consumers look for and purchase oral care products. Oral-B with its strong brand name in the market is not unaffected by this situation. Despite its wide availability in stores and the consistency in expertise image, Oral-B tends to be ignored by customers due to customer's perception of it as a 'premium' brand.
A good oral health is not enjoyed equally in the UK, Oral-B's mission in this campaign is to tackle dental disparity and to ensure quality of care, accessibility and prevention.
"Just a bit in your daily routine"
B.I.T= Breath Indicator Test
It is undeniable that breath is one of the easiest indications to your oral health.
Creative Strategy Approach
The billboard will be placed near town centers, schools and public spaces that will display the campaign message and have a QR code at the bottom leading to the website.
Phase 2: Engagement
By taking the advantage of World Oral Day which is celebrated on March 20th, extending it as a Oral Health Month to get the target consumers to experience the Oral-Bit product. A series of activation events will be held in the targeted cities in the UK that witness high dental disparity rates: Manchester, Liverpool, Leeds, New Castle, Lancashire, Blackburn and Bradford.
Offline Activation- A fresh breath balloon
Concept: Engage consumers at the activation event where they can test their breath with the Bit, and contribute their breath to fresh breath balloon. The more participants the more bigger the balloon- a symbol of fresh breath. Attendees will have a chance to receive a free Oral-Bit.
Phase 3: Consideration
To drive the product trials through partnerships with dentists and schools and engaging in store experiences
Dentist and Schools Partnership
To target the children in underprivileged areas, Oral-B and partnered dentists do school visits in targeted locations to provide oral hygiene training and giveaway the Bit.
