Our main challenge was to create something relevant, authentic and sincere that would resonate with professionals (dental practitioners), children and their parents. Instead of using entertaining content risking a one-off gimmick or creative exercise, we built a long lasting platform that could have a genuine role in the dental care ecosystem. Philips’ claim of being the oral healthcare expert would only be true, if our game was able to create long-lasting positive change in kids’ behaviour.

Brush Busters centers around a game for smartphone and tablet that stimulates children in a playful way to brush their teeth longer and at least twice a day. The app works with sound detection and can pick up if and how long children are brushing with a Philips Sonicare for Kids. Parents can keep track on how often their children are brushing, add dentist appointments and stimulate regular and consistent brushing by adding personal rewards.

We developed the story lines of Bjorn the Viking and Vicky the Vampire together with children and dentists. After finishing the game, we started to activate in dental practices in the United States through an illustrated comic and poster, featuring the main characters Bjorn and Vicky. We aroused curiosity via PR and branded content in magazines, to pull interest from parents and children.

1. The app was recently launched, and successfully introduced at dentists across the US

2. Children who use the app have a daily return percentage of 80%, showing the power of gamification to influence daily routines.

3. To extend Brush Busters into a long lasting platform in the USA, we are currently creating educational materials (ie. cartoon video’s) around the Brush Busters main characters.

4. Already 6 other countries, such as Japan and Russia, are currently preparing the launch of the branded game in their market.