20 Jul P/S's AR Storyline for Kids
To prevent Vietnamese children from getting cavities, P/S (a toothpaste brand) created a 21-day augmented reality adventure to make brushing teeth fun and instil the habit of brushing twice a day.
Through time-targeted ads on Facebook, parents were encouraged to join a 21-day challenge to build nighttime teeth-brushing habits for their kids. A Facebook messenger chatbot personalised each adventure by capturing details such as the number of children, their names, and the time for them to brush. At their preferred time, parents would get a reminder on their mobile phones to kick-start the brushing adventure for their kids.
The campaigns is a great example of how AR is becoming more and more relevant for the creation of a solid brand relationship with the younger generations. Together with other brands in similar industries, P/S is taking advantage of the technology to create whole new narratives and interactions that would not be possible to create through other channels.
Throughout the 21-day adventure, kids not only found brushing a fun activity, but they also developed it as a habit. P/S reached more than 14 million moms, all taking their kids through its behaviour-changing journey. More than 22 percent growth was recorded in the first month after the campaign. Most importantly, kids stopped running away from brushing their teeth.