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Oral-b智能刷子和应用程序

案例简介：执行该技术是从头开始开发的，是宝洁公司真正的首次上市创新。蓝牙芯片组由供应商提供; 蓝牙固件由Braun R & D团队 (宝洁公司的一部分) 开发。移动应用软件是由该机构设计和开发的。我们与客户端在蓝牙软件-固件集成方面密切合作。在研究阶段，我们与消费者和牙科专业人士密切合作。该产品在巴塞罗那的MWC 14上发布，一年以来产生了70亿多个媒体印象，包括在2014年4月推出的应用程序和画笔。结果刷子现已在西欧，北美和亚洲的20多个市场提供。到2015年夏季，画笔将在近50个全球市场上市。在2014年4月推出的Oral-B app 3.0连接应用程序将于2015年夏季在iOS和Android上的100市场免费提供。口腔护理统计来自Oral-B SmartSeries和应用程序使用83% 的刷牙会话超过两分钟，全球平均刷牙持续时间为2:24。自发布以来，Oral-B应用程序已被下载超过340,000次; 2014年12月月有87% 名活跃用户。60% 的刷牙时间是利用冲洗、牙线和清洁舌头的应用程序提醒，更全面的例行程序。Oral-B SmartSeries与Oral-B应用程序已帮助用户实现彻底刷牙的所有象限的嘴。自2014年3月以来，获得了超过70亿的媒体印象战略目的是将刷牙提升到一个新的水平。虽然电动牙刷已经存在了一段时间，但还没有人解决帮助用户、刷得更长、更聪明、更好的问题。人们平均刷约45秒。他们也倾向于错过相同的位置。这是牙医或卫生员在每次就诊时指出的，但病人会忘记。智能手机在世界范围内的普及率正在爆炸式增长。下一代蓝牙技术现在可用: 蓝牙4.0目标: 将Oral-B定位为最具创新性的口腔护理品牌，并利用halo effectDrive trade-up (在下一个购买周期中购买优质刷子) 以双向方式加强客户关系，为1-1营销和电子商务建立新渠道，例如，通过从应用程序内部启用刷头笔芯，继续驱动合规性超过2分钟 (从45秒提高) 机密信息我们希望入境保密

Oral-b智能刷子和应用程序

案例简介：Execution The technology was developed from the ground up and is a true first-to-market innovation by P&G.The Bluetooth chipset is provided by a supplier; the Bluetooth firmware was developed by the Braun R&D team (part of P&G). The mobile app software was designed and developed by the agency. We collaborated closely with the client on the Bluetooth software-firmware integration. During the research phase, we worked closely with consumers and dental professionals.Product was announced at MWC 14 in Barcelona and has generated over 7 billion media impressions over the year including around the app and brush launch in April 2014. Outcome brush now available in more than 20 markets in western Europe, north America and Asia. By summer 2015, the brush will be available in nearly 50 global markets. The Oral-B app 3.0 connected app launched in April 2014 will be available for free in 100 markets on iOS and Android as of summer 2015.Oral care statistics from Oral-B SmartSeries and app use 83 percent of brushing sessions are over two minutes, with a global average brushing duration of 2:24.Oral-B app has been downloaded over 340,000 times since launch; there were 87 percent active users in the month of December 2014.60 percent of brushing sessions are leveraging the rinsing, flossing and tongue cleaning app reminders, for a more holistic routine.Oral-B SmartSeries with the Oral-B app has helped users achieve thorough brushing across all quadrants of the mouth. over 7 billion in earned media impressions since march 2014 Strategy Objective was to take toothbrushing to the next level. While electric toothbrushes have been around for a while, no one had yet tackled the problem of helping users, brush longer, smarter and better. People brush for about 45 seconds on average. They also tend to miss the same spots. This is something the dentist or hygienist points out at each visit, but the patient forgets. Smartphone penetration is exploding around the world. The next generation of Bluetooth technology is now available: Bluetooth 4.0Objectives:Position Oral-B as the most innovative oral care brand and leverage the halo effectDrive trade-up (purchase a premium brush with next purchase cycle)Strengthen the customer relationship in a bi-directional wayBuild a new channel for 1-1 marketing and ecommerce, for example by enabling brush head refills from inside the appContinue to drive compliance beyond 2 minutes (improve from 45 seconds) Confidential Information we would prefer entry remains confidential