Oral-B iO10 and Echo Pop: Alexa, ci pensa iO
Campaign Overview:
The "Alexa, ci pensa iO" campaign positioned Oral-B's iO10 as a pioneering smart bathroom solution in the Italian market. Leveraging aspirational content and cutting-edge advertising channels, the campaign showcased the product bundle's ability to enhance smart living with seamless integration into daily routines.
Client: P&G, Oral-B
Year: 2024
Location: Italy
Read more
15-second final cut.
Alexa Brand experience skill.
Case study
Challenge
Building on the success of the previous campaign (€17.6M in sales from €1.5M media spend), Oral-B faced the challenge of promoting an unchanged product with financial constraints. The goal was to maintain momentum while engaging consumers in
a fresh, innovative way that showcased the iO10’s smart capabilities.
Insight
Smart technology adoption is growing across Italian households, yet the bathroom remains underdeveloped in terms of smart tech integration. This presented an opportunity
to position the iO10 as the ultimate solution
for enhancing modern living through advanced brushing technology.
Idea
We launched a tech-forward campaign featuring the iO10 product bundle in aspirational bathroom settings. By producing high-quality TV commercials, social media assets, and visuals shot in Rome, we created a narrative that connected smart technology with everyday luxury. The campaign also introduced Alexa-enabled virtual bundles to maximize convenience during peak shopping events.
Execution
National TV Campaign: Developed Oral-B’s first-ever TV commercial to reach mass audiences.
Social Media Promotions: Exclusively launched the product bundle on Amazon Italy with targeted ads.
Audio Ads & Fire TV Integration: Introduced audio ads with BEA experiences and utilized inline banners and feature rotators on Fire TV for seamless engagement.
Peak Sales Drivers: Leveraged Alexa Virtual Bundles during key events like PBDD (Prime Big Deal Days) and BFCM (Black Friday Cyber Monday).
Innovations
First-Time Content Production: Collaborated with P&G to produce high-quality content for TV and digital platforms.
National TV Commercial: Created Oral-B’s first national TV campaign to elevate brand visibility.
Fire TV Promotions: Utilized feature rotators and inline banners for enhanced exposure on streaming platforms.
Audio Advertising: Introduced audio ads with BEA experiences for deeper engagement.
Impact
Achieved a 1.94% CTR on Fire TV ads (industry benchmark: 0.3%-0.5%).
Reached 899,235 unique devices via Fire TV ads, maximizing awareness and engagement.
Expanded customer base with 65% of purchases from new customers.
Alexa Virtual Bundles drove significant sales during key shopping events.
Credits
Senior Art Director: Silvia Bertolis
Motion Designer: Charlie Putz
Program Manager: Diana Necula-Manole
Design Technologists: Davide di Pumpo & Mirko Cappai
Senior Producer: Caroline Amels
Creative Director: Matthew Swan
Production: Groenlandia Film
Producers: Annaliaa Silecchia & Giovanni Sabatini
Service Studio: Walkin Studio
Director: Luciano Consolini
Photography: Chiara Ludovica Quadrelli