Procter & Gamble - Oral-B iO 9 - Custom Solution Italy
In Feb 2020 we started discussing with P&G the strategy to make the launch of the new iO something big and never seen before, with the goal of communicating that the new Oral-B iO is the perfect combination of technology and experience to help customers achieve superior oral health with gentle clean that WoWs. To build an emotional connection and position iO as an object of desire we created a concept and launched never been done before activities for P&G in Italy like Gamification and an onground Pop-Up store in Milan and Rome.
My part in the project:
- Provided creative direction, planning and consultation for the holistic online and offline experience
- Concepted the overarching campaign idea
- Crafted brand storytelling across multiple channels from experiential to digital
- Creative direction of all marketing assets
- Led the design of the digital gaming experience
- Partnered with PR to ensure consistent messaging throughout implementation
To launch the campaign, we secured Italian celebrity Michelle Hunziker as the exclusive brand ambassador for Oral-B iO. Michelle is hugely popular for her TV work and social following of over 3 million fans. Leveraging her star power and likability, we created a Hero1 video featuring Michelle educating viewers on the iO's revolutionary magnetite technology and personalized cleaning modes in her warm, engaging style. Michelle's endorsement was instrumental in driving early awareness and consideration of the new product. Consumer research showed high recall of both the iO and Michelle's association post-campaign. Securing such a high-profile ambassador successfully introduced the key iO message to a wide Italian audience through a trusted local celebrity.
To introduce customers to the innovative features of the iO9 online, we created an interactive landing page. Visitors could explore the various modes and technologies through an easy-to-navigate format. A prominent hero section highlighted the magnetic brush head that rotated fluidly to break up plaque. Another section dove deeper into the pressure sensor technology that provided personalized feedback. The page also explained the artificial intelligence that tailored each user's routine over time. Users were invited to play a short online game where they had to identify the iO9's benefits in 3 different levels. This reinforced the key product messages in an entertaining way. Through simple descriptions, visuals and the engaging game, the landing page educated site visitors about the iO9's advantages in an interactive experience. This online touchpoint laid the groundwork for customers to truly appreciate the product's breakthrough design.
Screencapture online game for Oral-B iO
As creative lead for this concept, I worked closely with our creative agency to envision the Pop-up stores as an immersive brand experience. Through weekly meetings, we collaborated on every touchpoint. The concept allowed customers to discover the iO's innovations first-hand with expert staff and displays. Digital totems then invited exploration of the refined online game. On execution in Rome and Milan, the agency flawlessly brought this vision to reality. Stellar reviews showed the seamless integration successfully boosted consideration. Thanks to our collaborative approach, the client was delighted with both the proposal and results. Together, we delivered a memorable Pop-up that drove success for the iO launch.
