| Title | BRUSHBUSTERS |
| Brand | PHILIPS |
| Product/Service | PHILIPS SONICARE FOR KIDS |
| Category |
A08. ORIGINAL GAME OR USE OF GAMING |
|
Entrant Company
|
ACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Contributing Company
|
ACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Production Company
|
SUPERHERO CHEESECAKE Amsterdam, THE NETHERLANDS
|
|
Production Company 2
|
COLORBLEED Utrecht, THE NETHERLANDS
|
|
Production Company 3
|
BIG ORANGE Amsterdam, THE NETHERLANDS
|
Credits
| Mathieu Garnier |
ACHTUNG! |
Concept |
| Niklas Kristensen |
ACHTUNG! |
Concept |
| Jasper Janssen |
ACHTUNG! |
Concept |
| Jort Schutte |
ACHTUNG! |
Art Director |
| Rasmus Stenberg |
ACHTUNG! |
Designer |
| Enzo Greco |
ACHTUNG! |
Motiondesigner |
| Delia Lauret |
ACHTUNG! |
Senior Producer |
| Mervyn Ten Dam |
ACHTUNG! |
Creative Director |
| Noam Erlich |
ACHTUNG! |
Executive Producer |
| Laura Calvo |
ACHTUNG! |
Motiondesigner |
| Colorbleed |
Colorbleed |
3d Character Design |
| Superhero Cheesecake |
Superhero Cheesecake |
Technical Development |
| Big Orange |
Big Orange |
Sound Design |
| Jasper Janssen |
ACHTUNG! |
Copywriter |
| Niklas Kristensen |
ACHTUNG! |
Copywriter |
The Campaign
The Brush Busters campaign was spread mostly through owned channels and partnering dentists, so there were no formal restrictions that we needed to take into account for this campaign. Our main challenge was to create something that would resonate with professionals (dental practitioners), children and their parents. Therefore we had to be as relevant, authentic and sincere as possible. Nowadays a lot of brands try to use relevant and/or entertaining content to appeal to a certain purpose, but most of them don’t bring their efforts further than a one-off gimmick or creative exercise. With Brush Busters we wanted to build a long lasting platform that could have a genuine role in the dental care ecosystem. Philips’ claim of being the oral healthcare expert would only be true, if our game was able to create long-lasting positive change in kids’ behavior.
Results
Philips Sonicare for Kids is a product line of electronic toothbrushes made for children. But more than 40% of kids have cavities by the time the reach elementary school, because it’s hard to get them to brush. As the oral healthcare expert Philips wanted to help solve this problem in a way that fits their band mentality: Innovations that matter to you.
We introduced Brush Busters, a game for smartphone and tablet that stimulates children in a playful way to brush their teeth longer and at least twice a day. The app works with sound detection and can pick up if and how long children are brushing with a Philips Sonicare for Kids. Parents can keep tabs on how often their children are brushing, add dentist appointments and stimulate regular and consistent brushing by adding personal rewards.
We developed child-friendly story lines around fictional characters in need of dental help. Bjorn the Viking spent too much defending his village and not enough brushing his own teeth. Vicky the Vampire over-indulged in cranberry juice and one of her fangs broke-off as a consequence. Children can help them to get back one of their teeth for every daily 2 minute brushing session. The characters give children direct feedback about their brushing behavior.
And the storyline provided more than enough fun to play over and over again, needed to install a new habit.
The app is available as a free download in the Appstore and also functions without the Philips Sonicare for Kids. Besides being a game to change a habit, BB functions as a conversation starter for dentists, parents and children. Therefore, Brush Busters is primarily being activated in dental practices in the United States through an illustrated comic and poster, featuring the main characters Bjorn and Vicky. We arouse curiosity via PR and branded content in magazines, to pull interest from parents and children.
● The app was recently launched, but already shows significant
behavioral change amongst the first 2000 pilot users, saving over
10.000 teeth.
● Users have a daily return percentage of 80%, showing the power of
gamification to influence daily routines.
● To extend Brush Busters into a long lasting platform in the USA, we are
currently creating educational materials (ie. cartoon video’s) around the
Brush Busters main characters.
● Already 6 other countries, such as Japan and Russia, are currently
preparing the launch of the branded game in their market.