Nick Law
Global Lead for Design and Creative Tech at Accenture Song
New York, United States
ЗаголовокThe Adventures of Little Brush Big Brush
Агентство
Кампания The Adventures of Little Brush Big Brush
Рекламодатель Unilever
Бренд Signal
Дата первой трансляции/Публикации 2016 / 10
Бизнес сектор Гигиена полости рта
История R/GA London and Unilever have created a Facebook Messenger chatbot that tells personalized bedtime stories.
The initiative -- for oral care brand Signal -- is designed to encourage parents and children to brush their teeth together, and to develop good habits for life.
Participants sign up via Facebook Messenger, where they get to personalize the adventure by answering questions about what time they like to clean their teeth, how many children are taking part, their names, and the country where they live.
The story, made up of 21 two-minute episodes, is about a family transported to a magical realm inhabited by quirky animal characters. To find their way home, the family must complete regular brushing challenges in order to get to the next episode. Research has shown that 21 days is enough time to drive long-term behavioral change.
Anuj Rustagi, global brand director of Signal Pepsodent, said in a statement, "We are really proud of this fantastic piece of personalized communication which allows us to tell our story [and to] educate and engage parents and kids on brushing for two minutes, twice a day… That is something really meaningful."
The campaign breaks first in Indonesia and Vietnam, Signal Pepsodent's biggest and fastest-growing markets, where daily brushing happens less than average. In order to maximize reach, "Little Brush, Big Brush" is also available in-store via barcode scan, as well as through SMS and voice call.
Тип медиа Веб-фильм
Длина
Продакшн Студия
Анимация
Главный креативный директор
Арт-директор
Арт-директор
Копирайтер
Копирайтер
Креативный директор
Дизайнер
Дизайнер Robert James Powell
Иллюстрация
Продакшн Студия
Продакшн Студия
Продюсер
Продюсер
Продюсер
Продюсер
Продюсер агентства
Продюсер агентства
Стратег социального контента
Стратег социального контента
Креативная команда
Креативная команда
Творческий технолог
Редактор
Редактор
Редактор
Исполнительный креативный директор
Исполнительный креативный директор
Программист
Звукорежиссер
Архитектор взаимодействия с пользователем
Архитектор взаимодействия с пользователем

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