Over 50% of the UK aren’t using power brushes even though they can remove 100% more plaque than manual brushes. So how do we get them to switch? That was Oral-B’s challenge to us.
It doesn’t matter how much builds up, plaque is completely invisible to the naked eye. How can you remove something if you don’t know it’s there? We needed to expose the bad stuff first, and then show people how Oral-B can protect their pearly whites.
We literally put the spotlight on the invisible enemy, with a unique interactive UV tunnel that revealed plaque build-up. Dentists were on-hand to consult and aid trial of the latest brushes and toothpastes so shoppers could keep their smile sparkling.
500k opportunities to see
2,500 direct interactions
6 days of activity
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