P/S: The Adventure with King Leo & Friends

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.

• Through time targeted ads on Facebook, parents were encouraged to join a 21 days challenge to build night brushing habit for their kids.
• A chatbot in Facebook messenger would personalize their kid’s adventure
• A rich media AR application would teach the kids how to brush

Results

• 14 mn moms were reached to take their kids through this behavior change journey
• P/S kid’s penetration: +130 bps in urban
• Volume per buyer: +19% due to an increase in consumption

+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.