News & Views

Signal Pepsodent / Little Brush, Big Brush

by Contagious I/O

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world

Oral care brand encourages kids to brush their teeth with personalised stories

To help children develop good brushing habits, Signal Pepsodent has created an interactive project designed to educate families about oral health.

Little Brush, Big Brush, developed by R/GA in London, is a free service of 21 two-minute animated cartoon tales accessible via a Facebook Messenger chatbot. Each evening, at parents’ preferred time, Signal sends families an animated episode. Each tale tells the story of a parent and child that are transported to a magical realm inhibited by quirky animal characters. To find their way home, they have to complete regular brushing challenges, which also unlocks the story for the following evening.

Before using the service, the platform asks parents to answer questions such as whether they are the mum or dad in the family, their preferred time for a story, how many children will be taking part and the children’s names, this then enables Signal to personalise the storytelling experience.

In order to reach as many families as possible, the service is also available in-store via barcode scans, through text messages and voice calls for feature phone users.

The service launched first in Indonesia and Vietnam. It has also already been integrated with Signal Pepsodent’s school programme, which aims to empower more children to spread the message of oral health within their families and communities.

 

Contagious Insight / 

Thoughtful stories / Every element of this campaign is well-thought through so that it has the biggest impact. The timing for delivering each episode (in the evening) was chosen because research shows parents find it more difficult to make their children brush their teeth in the evenings rather than mornings. In this case, Little Brush, Big Brush helps by turning the night brushing activity into an interactive experience that families can do together.

Meanwhile, the number of stories is also purposefully chosen, as according to Unilever, 21 days of doing a new activity could help drive behaviour change, in this case, ensuring children develop good dental care habits. Lastly, by enabling the service through a number of different channels such as Facebook Messenger, barcode scans, text and voice calls, the platform aims to be as inclusive as possible, thus extending its reach.

Top of mind / While families don’t need to purchase or own Signal products to use the service, the mechanics of the campaign ensures that parents and children spend time with the brand each evening at the right moment, which could make it a front of mind choice next time mums and dads are shopping for dental care items.

 

This story originally appeared on Contagious I/O, our intelligence tool featuring the most creative and effective ideas in marketing from around the world. I/O helps anyone in the world of marketing understand why brands are innovating, how they're doing it and with what success.

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