Oral-B iO Showroom: An Immersive Virtual Experience
Campaign Overview
The Oral-B iO Virtual Immersive Walkthrough redefined how customers explore premium oral care products online. This groundbreaking 3D experience combined cutting-edge technology with engaging storytelling to simplify decision-making and elevate understanding of the iO Series. It set a new benchmark for product showcases in the oral care industry.
Client: P&G, Oral-B
Year: 2024
Location: Italy
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case study
Challenge
In a crowded market, Oral-B needed to differentiate its premium iO electric toothbrush line by creating a unique customer experience. The goal was to highlight the innovative features of the iO Series while addressing customer confusion and "choice paralysis" when shopping online.
Insight
Customers often struggle to understand the differences between advanced electric toothbrush models. This confusion leads to hesitation in purchasing. Additionally, with limited smart tech adoption in oral care, there was an opportunity to position the iO Series as a leader in innovation and convenience.
Idea
Develop an immersive 3D virtual experience that showcases the Oral-B iO Series in an engaging and interactive way. By focusing on three key models, the walkthrough used guided scrollytelling and synchronized 2D/3D animations to educate customers and simplify their decision-making process.
Execution
Guided Scrollytelling: Created a multi-level 3D walkthrough with dynamic camera paths and synchronized animations.
Simplified Choices: Focused on three key iO models to reduce customer overwhelm.
Celebrity Endorsement: Featured Luca Argentero to enhance brand appeal and relatability.
Dynamic Pricing Integration: Displayed real-time product prices and deals based on client inventory.
Accessibility Features: Ensured inclusivity with features designed for all users.
Innovations
First-of-Its-Kind 3D Walkthrough: Introduced a fully immersive virtual environment for oral care products.
Seamless User Experience: Limited interactions to scroll and click/tap for simplicity and engagement.
Dynamic Pricing Display: Integrated real-time pricing updates directly within the showroom.
Advanced Rendering Techniques: Used guided camera paths and perspective rendering for an engaging visual journey.
Impact
One-third of customers stayed in the experience for over 60 seconds, demonstrating deep engagement.
Half of remaining users engaged for at least 30 seconds, exceeding industry benchmarks for dwell time.
22% of users clicked the "add to basket" button directly within the showroom, driving significant sales conversions.
This campaign successfully combined innovative technology with storytelling to educate customers about the Oral-B iO Series, setting a new standard for online product showcases.
Credits
Senior Art Director: Damiano Povoleri
Program Manager: Georgia Manning
Design Technologists: Billy Kwok & Mirko Cappai
Creative Director: Matthew Swan