ORAL-B iO - ALEXA, CI PENSA iO
Product · Technology Integration · 2024 · Italy
Italy's first AI-integrated national TV commercial, and the smart bathroom finally made sense.
Client: P&G · Oral-B · Year: 2024 · Market: Italy · Role: Creative Director
1.94% CTR Fire TV (vs 0.3% benchmark)
899K Unique Devices Reached
65% New Customers
Our 15-second final cut. This was placed in a national tv campign across Italy.
Alexa Brand experience skill.
The Problem
Following €17.6M in sales from a prior campaign, Oral-B faced budget constraints while launching unchanged products in Italy. The challenge was to maintain commercial momentum and grow adoption in the emerging smart bathroom category without a new product story to tell.
The Thinking
Italian households were increasingly adopting smart home technology, but bathroom integration lagged significantly behind. Positioning the iO10 as a smart-living enhancer, not just a toothbrush, addressed that gap. The insight: Alexa was already in the home. The bathroom was the room it hadn't reached yet.
The Idea
Tech-forward content featuring aspirational bathroom settings and Alexa-enabled bundles supported by national TV, social, and Fire TV integration to drive convenience and peak-sales conversion. The campaign line: "Alexa, ci pensa iO" Alexa, iO takes care of it.
My Role
Creative direction of the full campaign: national TV commercial concept and production direction, Fire TV ads, inline banners, feature rotators, Alexa Virtual Bundles, and the social content shot in Rome. Italy's first national TV campaign for both Oral-B and the Brand Innovation Lab.
What This Proves
When budget is constrained, creativity has to work harder. Reframe the product, not the brief.
Tags
Product · Technology Integration · Integrated Campaigns · TV · Live Commerce · AI
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
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.