Challenge
85% of Vietnamese children suffer from tooth cavity. Not brushing twice, a day, especially at night, is the primary cause of oral problems among kids. Toothpaste brand P/S had to take them through a behavior change journey of brushing twice a day to improve their oral health and drive consumption.
Insight & Strategy
Kids don’t enjoy brushing. It appears like the most daunting task for them in the day, let alone brushing at night as well.
Researchers say it takes 21 days to form a new habit. To change Vietnamese kids’ brushing habits, P/S must make brushing a fun activity for 21 days that the kids would be looking forward to.
Solution
‘The Adventure with King Leo and friends’ – An AI-powered Augmented Reality experience to make brushing fun.
Results
+22% growth in business recorded in the 1st month itself post this campaign
More importantly, kids now don’t run away from brushing anymore. For them, brushing is now playing.