| Title | BRUSHBUSTERS |
| Brand | PHILIPS |
| Product/Service | PHILIPS SONICARE FOR KIDS |
| Category |
C03. USER EXPERIENCE |
|
Entrant Company
|
ACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
ACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Production Company
|
SUPERHERO CHEESECAKE Amsterdam, THE NETHERLANDS
|
|
Production Company 2
|
COLORBLEED Utrecht, 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 |
Creative Execution
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 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.
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.