Philips Sonicare

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Philips were launching its Sonicare brush for kids and were prompted to rethink its promotion in a child / parent-friendly way.

Problem

The problem was that there was very little awareness of the Sonicare range in English and German-speaking markets, and the campaign needed to be appealing to a young audience whilst delivering a strong educational message.

Features

Harnessing young brand advocates
Revenue generation
Enhancing brand equity
Creating awareness
Focused education to a young audience
Communication of product information

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19 million+ engagements

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1 in 4 people revisited product

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Average playtime of 7 minutes

There was a significant in awareness of the portfolio as you expect for a game that was played over 19 million times, with an average play time of 7 minutes and 25 % of users revisiting for repeat play.

Solution

We created the super hero, Sonic Simon, and a three part dental cleaning game called Brilliant Brushers.

This was a highly accessible game concept, easy-to-use, with bright, colourful and appealing graphics.

The game actively promoted the habits of good dental hygiene, whilst subtly promoting the Sonicare brand.

Along with developing the game, Matmi also created a Sonicare for kids micro-site and other downloadable freebies.

The campaign was a resounding success, increasing sales and attracting millions of plays globally.