P/S: The AI Dentist

Source: MMA Smarties, Finalist, X (Global), 2019

Downloaded from WARC

P/S, a toothpaste brand, successfully launched its new whitening toothpaste by creating an AI Dentist
that enabled Vietnamese users to check their teeth whiteness levels, while driving product trials and
sales growth.

To keep up with the Vietnamese consumers' needs for more natural and whitening toothpaste,
P/S developed a new product and needed an effective campaign to launch it.
P/S developed an AI Dentist, which enabled consumers to test their levels of teeth whiteness,
either through a simulator on a branded microsite, or through in-store activation events.
The campaign was aided by interactive banners, online PR efforts, social media ads, beauty
community events and POS displays.
Market share increased by 2.4% with over 1.7 million new buyers within six months of launch.

Campaign details
Brand: P/S
Lead Agency: Mindshare Vietnam
Region: APAC

Objective
In Vietnam, beauty is intrinsic to social fabric of the country and hence the need for a superior toothpaste for the
perfect white smile.

Dental care for generations has primarily always focused on cavities. With changing lifestyles and food habits,
consumers have started seeking additional benefits for themselves and the need for Whitening has grown.
(4/10).

Additionally,
As the consumer needs grow, so does their knowledge of harmful effects of chemical and hence the growing
need to find natural ways to fulfill their needs.

P/S introduced it's P/S Whitening variant with natural regime including Charcoal and Bamboo ingredients to
address the above.

Charcoal: Gently polish away tooth stains, restoring white teeth

Bamboo Exact: Anti-bacteria & freshness
P/S Science: Advanced formulation with precious natural ingredients activated

Target Audience
P/S decided to target beauty conscious women from 25-45 years.

They are perfectionists and progressive. They are well-aware and have a higher value for products made from
natural ingredients and believe it will bring good health for their family.

They are getting more health conscious (72%, Index 105)

Our objective was to drive awareness of the new product and grab attention of these beauty conscious
audience on an often ignored problem like whitening we needed a disruptive idea.

Creative Strategy
Introducing the – 'P/S AI Dentist'

Using the first of its kind AI technology with facial and teeth recognition, P/S got the AI Dentist to the beauty
conscious consumers to check their Whitening Levels!

We targeted Fe 25-45, perfectionists and progressive, well-aware with a higher value for natural products.

How did we do it ?

The Mobile Phone. Mobile is the source of all things, information, inspiration and entertainment for these
audiences and they are in constant search to find solutions that better their lifestyle.

Mobile is essential part of their life (57%, Index 105)

95.7% access internet via mobile
92.8% visit social networks (Facebook, Instagram)
88% Watch Video
100% Reach on Display

(Source: Etelmar, Com-Score & Mind-Reader 2017)

Context

To drive awareness, we landed the key message educating moms about new P/S across various touchpoints on
her mobile phone, and from here Moms were directed to the White Smile ID Hub where we leveraged first of it's
kind – P/S AI Technology!

Execution
Overall Campaign Execution

Execution was 3-fold:

1. To leverage Mobile Phone behavior - We built a microsite "White Smile ID" hub with AI technology. Users
were asked to select age and gender, then take or upload their picture with smiles to test their teeth. Users
could detect their face and their smile and compare it to the standard of whitening provided by the Dental
Association of Vietnam.
2. Then, P/S by using key consumer user inputs used predictive analysis to build a consumer lifestyle portrait
and highlighted the importance of P/S Whitening in the user's life.
3. To further take this experience from online to offline and continue being disruptive, we did in-store
activation and overwhelming Display and POSM. AI integrated booths were installed in-store.

Mobile Execution

For all of the above, at different Whitening levels, users were given surprise gifts such as: e-commerce code,
discount code to buy P/S product or receive P/S sampling.

The P/S AI Dentist brought to life a unique brand experience by giving consumers a reality check and also
helped push P/S Trials.

We also call consumers to go online to experience our product on digital platform (interactive banner, online PR,
Social, Beauty Community, WOM (KOL partnership)

The White Smile ID became gave the users an identification of the Whitening levels in their teeth.

By strategically overlaying the facial and teeth recognition technology to induce trials, P/S drove its message by
educating consumers about its product and also building PS credibility of being the No 1. Natural solution for
Whitening and Oral health.

Business Impact (Results)

Context

Business Result:

Market share increase by 2.4%

1.7m new buyers within 6 months of launch
Penetration reached 5.1% in Urban and 2.7% in Rural
Evaluation

Media Result:

iTVC: we could reach 5 million viewers (131% KPI),

Display banner: we reached 5.1 million user(112% KPI)

Market Impact

Campaign Result:

150,000 users engaged with the AI Dentist in the White Smile ID hub.

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