Oral-B is a brand of oral hygiene products, including toothbrushes, toothpastes, mouthwashes and dental floss. The ‘ B ‘ in Oral-B stands for “Brush”. Oral-B was created in 1950 by Dr Robert Huston, a dentist who created the first Oral-B toothbrush with its soft, end-rounded nylon bristles.
The brand was looking to augment the reach of its TV campaign with a ‘Click to Video’ campaign on mobile across Indonesia. Its target audience for this campaign was mothers between 23 to 40 years of age (mothers).
The campaign was designed for Symbian & Java platforms. Vserv was the only ad network that could run videos on feature phones. Campaign delivery of both video views and engagement rates were tracked with Mediamind. Vserv is one of the few mobile networks certified by Mediamind for tracking.
The campaign was tremendously successful delivering close to 20% engagement rates over a month.