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Toothbrush Hero

Agency: 
Published/Aired: 
March 2013
Description: 

Challenge: Our challenge is to encourage children to brush their teeth as a No.1 candy brand, Hi-Chew's corporate social responsibility. Also, earn trust from mothers who actually buy the product.

Core idea: Toothbrush hero. To answer is to turn hateful tooth brushing into a kids loving rhythm game. Tooth-brushing is done while children play and compete for the points!

Results: We invented this device, let kids experience at events, made it into a movie and help a campaign to win the chance to experience Toothbrush Hero. 30 thousand people applied for the prize promotion. Starting with Yahoo, other main news websites covered it. "To have fun" is the key to the activation of childcare and business.

Advertising Agency: Hakuhodo, Tokyo, Japan

Comments (4)

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Highest Rated

lucyset's picture
lucyset
Activity Score 230

Lol...2 hrs later..still brushing?

kleenex's picture
kleenex
Activity Score 43473

I think this will work.

Siddarth Basavaraj's picture
Siddarth Basavaraj
Activity Score 1673

NICE

Love creating ads..

Klara K.'s picture
Klara K.
Activity Score 3343

The feared times when gamification enters our everyday littlest tasks...

lucyset's picture
lucyset
Activity Score 230

Lol...2 hrs later..still brushing?

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