Campaign details

Brand: P/S
Lead Agency: Mindshare Vietnam
Region: APAC

Objective

Kids don't enjoy brushing. It appears like the most daunting task for them in the day and they always try to skip their night brushing.

Target Audience

As result, 85% of Vietnamese children suffer from tooth cavity.

So, how can we inculcate the habit of brushing twice a day among Vietnamese kids?

Creative Strategy

Researchers say, it takes 21 days to form a new habit. To change their behavior, we must make brushing a fun activity for 21 days, that they would be looking forward to.

Context

Introducing 'The Adventure with King Leo and friends'. The nightly adventure of your little ones with their favorite characters – King Leo the Lion and friends… an AI powered Augmented Reality Experience to make brushing fun.

Execution

Overall Campaign Execution