Campaign Overview
Oral-B iO Showroom: An Immersive Virtual Experience – 22% Add-to-Basket, Deep Engagement. The Virtual Walkthrough redefined online product exploration with a 3D immersive experience. Users could interact with the iO Series, simplifying decision-making and boosting conversion.
Client: P&G, Oral-B | Year: 2024 | Location: Italy
My Role: Creative Director
Full Case Study
Oral-B iO – Virtual Showroom
Mobile frames of customer experience. Media top left.
In the immersive showroom, customers could discover the 3x hero iO models 10, 6, and 3.
The 3D animation and motion are curated with craft and detail.
Responsive across mobile, tablet, and desktop Amazon experiences.
Media example top left, through to following and building the customer experience through to purchase.
We built a mobile walkthrough, education, and shopping in a user-controlled experience.
Screen recording of mobile motion experience.
Case Study
Challenge
Oral-B needed to differentiate the premium iO line in a crowded market. Customers were confused by multiple advanced models, causing hesitation and “choice paralysis.” The challenge was to educate without overwhelming and create a scalable digital showroom.
Insight
Consumers respond strongly to interactive, visual storytelling when purchasing premium tech products. A guided, immersive experience could reduce friction, simplify choice, and demonstrate product superiority.
Idea
Develop a 3D walkthrough featuring three iO models with synchronized 2D/3D animations, guided camera paths, and celebrity endorsement from Luca Argentero to combine storytelling with immersive technology.
Execution
Scroll-guided 3D walkthrough.
Highlighted three key models to simplify decision-making.
Dynamic pricing integration and accessibility features.
Innovations
First-of-its-kind virtual 3D showroom for oral care.
Simplified UX with scroll/click interactions.
Real-time pricing and inventory display integrated.
Impact
One-third of users stayed over 60s; half of remaining users stayed ≥30s.
22% clicked “add to basket,” driving strong conversions.
Set a new standard for premium online product experiences.
Credits
Senior Art Director: Damiano Povoleri
Program Manager: Georgia Manning
Design Technologists: Billy Kwok & Mirko Cappai
Creative Director: Matthew Swan