Oral-B iO- “Alexa, ci pensa iO”
Campaign Overview
Oral-B iO10 & Echo Pop: “Alexa, ci pensa iO”; 1.94% CTR Fire TV, 65% New Customers. The campaign showcased Oral-B’s iO10 smart toothbrush bundle in Italy, integrating Alexa-enabled bundles, Fire TV, and social to enhance convenience and engagement for smart bathroom technology.
Client: P&G, Oral-B | Year: 2024 | Location: Italy
My Role: Creative Director
Full Case Study
Product close-ups and B-roll were created, with the main direction showing the synergy between the lights of the smart devices.
Time lapse of the shoot setup, in Rome.
Hand model and stills we shot to leverage across socials and Amazon.
Fire TV experience, with the hero image leveraged on the biggest screen in the house.
Media snapshot and landing experience.
Mobile experience and product detail images were all created in situ.
Alexa skill we created advertising. further amplifying the customer immersion into the brand.
Our 15-second final cut. This was placed in a national tv campign across Italy.
Alexa Brand experience skill.
Case Study
Challenge
Following €17.6M sales from a prior campaign, Oral-B faced budget constraints while launching unchanged products. The challenge was to maintain momentum and grow adoption in the smart bathroom category.
Insight
Italian households were increasingly adopting smart tech, yet bathroom integration lagged. Positioning iO10 as a smart-living enhancer addressed this gap and encouraged trial.
Idea
Tech-forward content featuring aspirational bathroom settings and Alexa-enabled bundles, supported by TV, social, and Fire TV integration to drive convenience and peak sales.
Execution
National TV commercial and targeted social media.
Fire TV ads with inline banners and feature rotators.
Alexa Virtual Bundles during high-sales events.
Innovations
First national TV campaign for Oral-B Italy and Brand Innovation Lab.
Integrated audio and visual digital channels with Alexa.
Peak-sales digital bundles to drive conversions.
Impact
1.94% CTR on Fire TV ads (benchmark 0.3–0.5%).
899K unique Fire TV devices reached.
65% of purchases are from new customers.
Virtual Bundles drove significant sales during PBDD and BFCM.
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