PHILIPS SONICARE | FOR EVERY MOMENT
For every moment that shapes children, Sonicare makes sure brushing does too.
THE CHALLENGE: CONVINCE PARENTS WHO HAVE KIDS THAT ARE 3+ YEARS OLD TO SWITCH TO SONICARE FOR KIDS INSTEAD OF USING A MANUAL TOOTHBRUSH BY OVERCOMING THE BELIEF THAT MANUAL BRUSHING IS BETTER FOR DEVELOPING GOOD ORAL CARE HABITS.
THE IDEA: PARENTING IS FULL OF BRIEF, FORMATIVE MOMENTS THAT DEMAND EVERYTHING — YOUR PATIENCE, YOUR PRESENCE, YOUR CARE. THESE ARE THE MOMENTS THAT SHAPE WHO CHILDREN BECOME, AND THE HABITS THEY’LL CARRY FOR LIFE. SONICARE HELPS MAKE BRUSHING ONE OF THEM.
BRAND ESSENCE
OUT-OF-HOME
SOCIAL MEDIA
ACTIVATION: MY BIG BOOK OF MOMENTS
FOR A LIMITED TIME, SONICARE WILL OFFER JOURNALS WITH DAILY PROMPTS TO COMPLETE AFTER NIGHTLY BRUSHING. DEPENDING ON THEIR AGE, KIDS CAN DOODLE OR WRITE THEIR RESPONSES, TURNING A SIMPLE ROUTINE INTO A MOMENT OF CREATIVITY AND REFLECTION.
EACH PROMPT, INTRODUCED BY THE IN-APP CHARACTER, SPARKLY, ENCOURAGES KIDS TO THINK ABOUT WHAT THEY LEARNED, SHARED, OR EXPERIENCED THAT DAY, BUILDING HEALTHY HABITS, REWARDING CONSISTENCY, AND ADDING A SCREEN-FREE RITUAL TO BEDTIME.
JOURNALS WILL ALSO BE SENT TO SELECT FAMILIES WHO ENGAGE WITH SONICARE’S THREADS POST, EXTENDING THE CAMPAIGN’S REACH AND FOSTERING COMMUNITY PARTICIPATION.
CLASS: PORTFOLIO DEVELOPMENT II
PROFESSOR: DOUG GOULD
ART & COPY: ME
