Sensodyne lets sensitive teeth speak for themselves in AR-driven campaign

Developed by Grey Group Singapore, the 'Straight from the mouth' campaign features print ads that 'speak' to the consumer through a mobile-phone app (pictured) to provide education on the importance of healthy and clean teeth and gums.

The digital component of the campaign allows consumer to ‘listen’ to teeth’s perspective on each benefit they gain from being brushed and cleaned with Sensodyne Complete Protection.

Helen Forsyth, area marketing director, Asia at GlaxoSmithKline (Consumer Healthcare Unit), noted that the brand aims to raise awareness on the causes of tooth sensitivity through the campaign. “[We want to] bring the consumer to think of oral care as a holistic hygienic habit.”

This campaign includes print materials and BTL engagement initiatives.

Till Hohmann, vice president and executive creative director for GlaxoSmithKline at Grey Group Singapore, noted that the augmented-reality brings teeth to life in an engaging way.

“While not a new technology, augmented reality use in advertising is in its early stages, but we believe it provides infinite opportunities to create engaging, stimulating, and fun ways to connect with consumers,” he said.

GSK has worked with Grey since 2011.