Product + Brand
Oral-B iO10 + Alexa
Making smart technology feel useful. Oral-B / P&G | Italy
Challenge
Build on a previous high-performing campaign while promoting an unchanged product under tighter financial constraints.
Insight
Smart technology is increasingly part of the home, but the bathroom remains relatively untouched an opening to make the toothbrush part of a broader smart-living story.
Idea
Position the iO10 as a smart bathroom experience. The campaign combined aspirational TV and social content with Amazon Fire TV, audio, product bundles and Alexa-enabled Virtual Bundles.
My role
As Creative Director, I led the creative team senior art director included from the shoot in Rome, building the bathroom set and working with the client direct. The concept was about bringing two technology partners together, Oral-B and Alexa, and making the visual language feel like a genuine synergy between two premium tech products rather than a bolt-on.
That meant raising the bar creatively while also delivering Oral-B's first Italian TV ad, plus the product detail pages, keeping the messaging unified end to end. It drove strong results in Italy and was well received within P&G, earning trust that opened up broader future work with the brand.
Impact
1.94% Fire TV CTR (against an industry benchmark of 0.3–0.5%)
899K unique devices reached
65% of purchases from new customers
Creative Direction · Integrated Campaign · Brand · Content · Smart Technology · Commerce
Our 15-second final cut. This was placed in a national tv campign across Italy.
Alexa Brand experience skill.
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.