Oral-B has been already in the past the innovation leader in dental health care and their electric toothbrushes and other dental health care products have always largely contributed to improve peoples’ oral health.

The creative idea was utilization of data and technology to change users’ brushing behavior for the better, helping them to improve their dental health. The new innovation, being available in the combinational use of Oral-B GENIUS and Oral-B App 4.0, contributes largely to improve users’ brushing behavior. It allows the toothbrush and App to detect the area in the mouth being brushed and the App provides the visualization so that users can easily aware of their brushing behavior. The brushing motivation rises being entertained while brushing, being given live feedback and individual brushing advice, and in addition, being rewarded for good brushing and provided a selection of benefits from Oral-B’s ecosystem partners.

The concept, visual design, user experience and development of the Oral-B App were provided by the agency, who closely worked with and consulted P&G Oral-B technical team to improve the performance of the toothbrush for the new features. It required a number of on-site and off-site discussions over a year until the kick-off of the development.

The groundbreaking Position Detection Technology requires a several motion sensors built in the toothbrush and the video recognition technology using the smartphone’s front camera. The GENIUS toothbrush and app in combination can track the area in the mouth being brushed. The app then visualizes the data in real-time.

The technology was developed from the ground up and is a true first-to-market innovation by P&G.

Oral-B also released the open API and SDK for the public, which enable integrations with third party products/services. This creates extended features and benefits for the Oral-B app users.

After the first announcement at the Mobile World Congress in Barcelona in February 2016, the new toothbrush and app became the talk of the congress and generated more than 4 billion organic media impressions within just 3 days.

As evident by the widespread adoption and active user community, the target demographic has embraced this tool.

In April 2016 the Oral-B 4.0 app became available for free over 90 markets on iOS and Android in Europe, America and Asia, and 4.1 will be available over 120 markets in late June 2016.

• Oral-B app has been downloaded over one million times since launch.

• Over 1.5 billion brushing seconds have been recorded.

• 88 percent of brushing sessions when using the app are over two minutes, with a global average brushing duration of 2:28.

• Up to 93% of aggressive brushers have reduced pressure.

The app won Bronze Cannes Mobile Lion in 2014 and 2015.