Oral-b Print International Flight Mouth by Beacon Communications Tokyo

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International Flight Mouth

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Industry Oral Hygiene
Media Print, Magazine & Newspaper
Market Japan
Agency Beacon Communications Tokyo
Executive Creative Director Masahiko Yasuda, Jon King
Art Director Hisamichi Takase
Producer Takuma Kinoshita
Released September 2012

Credits & Description

Category: Public Spaces
Advertiser: P&G
Product/Service: BRAUN ORAL-B
Creative Director/Copywriter: Keizo Mugita (Beacon Communications K.K.)
Executive Creative Director: Jon King (Beacon Communications K.K.)
Art Director: Hisamichi Takase (Beacon Communications K.K.)
Agency Producer: Mamoru Tanno (Beacon Communications K.K.)
Associate Creative Director/Copywriter: Minoru Hongo (Beacon Communications K.K.)
Senior Art Director: Tomo Tanaka (Beacon Communications K.K.)
Executive Creative Director: Masahiko Yasuda (Beacon Communications K.K.)
Production Director: Takumi Kubota (Beacon Communications K.K.)
Director/Editor: Hiroki Yamaguchi (Beacon Communications K.K.)
Producer: Takuma Kinoshita (C3 Film)
Media placement: The Baggage Claim Carousel - Airport - 16 September, 2011

Describe the brief from the client
The brief was very simple: to help Japanese consumers better understand the benefit of the Oral B electric toothbrush (3D rotating round) that cleans hidden plaque between teeth.

Describe the challenges and key objectives
Japan is a very electric-appliance savvy country, however, electric toothbrush consideration is very low as most consumers don’t really know why they need electric.

Describe how you arrived at the final design
We found this insight that people are most concerned about the cleanliness of their teeth after meals or long stints of travel. Then we realised how perfectly the airport baggage carousel was like teeth, and the separate pieces got bigger around the corners. All airport baggage carousels have straight and then curved areas. This perfectly represented our objective of revealing the 'hidden', and is where the design comes to life.

Give some indication of how successful the outcome was in the market
We put QR Codes on the carousels. QR Codes have a very high usage rate in Japan as they have been around for over 10 years here and are a common tool to jump online. So the QR Codes gave consumers a chance to win a product, and if they didn’t win, they were encouraged to go to any one of the consumer electronic stores in the surrounding area. During the campaign time the client saw sales increase by 127%.