In 2016 Listerine has launched, in the Italian market, Listerine Advanced White, a smile whitening mouthwash.

The problem was that Italian people use to drink wine and coffee, which are the 2 main causes of stained teeth.

That’s why people can’t be really sure of how really white their smile is.

For this reason, we want to create an engaging in-store activation in order to communicate the product’s benefit and to make people aware of how much they really need the product.

The Smile Converter is a special billboard created for the launch of Listerine Advanced White, able to get in touch with the people at the right moment of the purchase, making them aware of the problem and giving, at the same time, a tailor made solution: the discount.

Thanks to 3g technology, The Smile Converter sends the discounts directly on the consumers’ mobiles, in order to get it at the counter.

We can therefore both intercepting our target and making them spend time with the product.

The result is a huge lead generation.

First, we developed a special software able to use the Ipad’s face detector in an outstanding way. Indeed the software is able both to detect a person’s smile and to analyse the pixels of the teeth. Thanks to an algorithm, it can find out the number, which indicates the average of the smile’s white. Through it, it can be possible to calculate the percentage needed to reach a 100% white smile and it converts this percentage into an analogues discount for the purchase of a Listerine Advanced White pack. Thanks to 3G technology, The Smile Converter sends the discounts, with the unique barcode, directly to users’ mobiles.The consumer can use it, right at the moment of the purchase,directly at the counter. We installed the special billboard in 100 stores.