Unilever oral care brand Signal Pepsodent is using Facebook chatbots to encourage kids to brush their teeth.
The campaign, created by R/GA London, aims to to tell a story that reaches parents and children around the world, and develop good dental care habits for life.
Dubbed ‘Little Brush, Big Brush’, participants have to sign up via Signal’s Facebook page and hit the ‘Message’ button to activate the chatbot.
Once in a conversation with the AI bot, parents can then personalise 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.
Parents and kids receive an episode each evening on their phone and must complete brushing challenges to unlock special rewards and take them to the next episode.
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 will launch first in Indonesia and Vietnam, Signal Pepsodent’s biggest and fastest-growing markets, where daily brushing happens less than average.
The campaign has been integrated with Signal’s school initiative in those regionswhich uses education to empower more children to spread the message of oral health within their families and communities.
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.