Procter & Gamble: Oral-B bluetooth-connected electric toothbrush and application

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush.

Procter & Gamble: Oral-B bluetooth-connected electric toothbrush and application

Campaign details

Advertiser: Oral-BAgency: iconmobile GroupCategory: innovationRegion: EMEA

Strategy

People brush their teeth for only about 45 seconds (on average), and tend to miss the same spots again and again. This is something dental professionals point out at each visit. Unfortunately, the patient often forgets and/or does not follow-through to improve their brushing routine at home. At the same time, global smartphone penetration is exploding. Word on the street is that there are now more mobile phones than toothbrushes in the world.

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