Creative in association withGear Seven

R/GA London & Unilever Launch Interactive Storytelling Platform

Advertising Agency
London, UK
Agency creates utility to instill better tooth-brushing worldwide as part of “Little Brush, Big Brush” campaign

R/GA London, the company for the Connected Age, is working with the Unilever oral care brand, Signal Pepsodent, to drive worldwide behavioral change in just 21 days with a free service which encourages parents and children to brush their teeth together and develop good brushing habits for life.

“Little Brush, Big Brush” is one of the first unique animated chatbot series within the FMCG category, designed to educate and entertain families about oral health. Available on Facebook Messenger, the new digital platform tells the story of a family that are transported to a magical realm inhibited by quirky animal characters. To find their way home, the family must complete regular brushing challenges and users are encouraged to participate in the evening adventure.

The story comprises of 21 animated episodes set in different countries all over the world and is delivered through a chatbot which tailors the experience around the child. Parents and kids receive an episode each evening on their phone and must complete the brushing challenge to unlock a special reward and take them to the next episode. In order to reach as many families around the world, Little Brush, Big Brush is also available in-store via barcode scan, as well as through SMS and voice call for feature phone users.

“We are really proud of this fantastic piece of personalised communication which allows us to tell our story, whilst also educate and engage parents and kids on brushing for two minutes, twice a day. Research has shown that we can help to drive behavioral change with 21 episodes of Little Brush, Big Brush evening challenges, and that is something really meaningful” says Anuj Rustagi, Global Brand Director of Signal Pepsodent.

The “Little Brush, Big Brush” chatbot, which R/GA developed the prototype for, is launching first in Indonesia and Vietnam in October 2016. This innovative new platform is centred on Signal Pepsodent’s wider mission to combat bad brushing habits around the world. The campaign has already been integrated with Signal Pepsodent’s school programme to empower more children to spread the message of oral health within their families and communities.

“We’re delighted to have collaborated on the Signal Pepsodent social mission. Building something that is both innovative and can truly help people live better lives, is exactly the type of work we thrive on creating”, said Andrew Ferguson, Group Creative Director for Unilever at R/GA London. “The Signal Pepsodent Global brand team have been the perfect creative partners on this project. Their openness to innovation and willingness to embrace agile working were major factors in creating such an inspirational campaign.”

R/GA London was responsible for the concept, strategy, branding, design and prototyping of the messenger bot, as well as the user experience, creative direction and production oversight of the characters and animation development.

For a demo of the “Little Brush, Big Brush” experience, go to and click ‘send message’.

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