P/S: The adventure with King Leo and friends

P/S, a toothpaste brand, created a 21-day tooth-brushing campaign for children in Vietnam, which used artificial intelligence and augmented reality to encourage them to change their toothbrushing habits.

Campaign details

Brand: P/SAgency: Mindshare

Strategy

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.

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

Target Audience

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...

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