Mindshare & Sensodyne develop tech solution to treat tooth sensitivity
Mindshare has created a technology-driven chatbot exclusively for GSK brand Sensodyne. The senso-bot was launched using Google Assistant
Published - 15-April-2019
An alarming 34 per cent of Indian adults suffer from tooth sensitivity, but only 12 per cent take action, according to TNS Research 2018. A recent Twitter poll also suggested that 71 per cent of audiences do not remember the last they visited a dentist. It was also found that visiting a dentist is not considered important because of pre-conceived notions about the costs involved, fear of pain related to tooth ailments and the belief that home remedies are good enough to maintain oral health. And to address these issues, Mindshare, the largest media agency from the GroupM umbrella, created a first of its kind technology driven chatbot exclusively for GSK brand Sensodyne.
On the occasion of World Oral Health Day, Sensodyne brought virtual dentists closer to the public, in order to give them the best oral care advice. To do this, Mindshare created a chatbot, which when invoked through Google Assistant, by simply saying ‘Hello Sensodyne’, discussed oral care problems with users. The chatbot also offered information about the causes of tooth sensitivity, and how one can treat the problem using Sensodyne. Through the chatbot, users could also order a free Sensodyne sample. At the end of the chat, they were given an option to go to Lybrate.com, enter their location and book a dental appointment, for which Sensodyne paid Rs 700 of the dentist’s fees. The tie-up with Lybrate and Google is also a stepping stone towards the future of the brand which aims to create more awareness about the importance of oral health care, and encourage citizens to regularly visit the dentist.
As a part of their 360o approach, Sensodyne also set up large screens and kiosks in prominent locations across Delhi, Mumbai and Bengaluru, where they conducted a free chill test for people, and those who tested positive, where then directed to the screen where they interacted with a dentist. They also leveraged the power of TV and Radio, with dentists talking about tooth sensitivity throughout the day, as well as print advertisements to further spread their message. The brand also released a teaser on YouTube and Twitter, besides deploying influencers and poll-based creative to generate awareness about the ‘Hello Sensodyne’ movement.
Speaking about the launch of Hello Sensodyne, Ruchi Mathur, Senior Vice President, Client Leadership, Mindshare North & East, said, “Our constant endeavour is to deliver solutions that are rooted in relevant consumer insights and create a strong impact for our brands in the marketplace. While many brands in the industry have been using conversational UI to deliver campaigns, we wanted to link it to a tangible benefit for the consumer. This troika of partnership between Sensodyne, Lybrate and Google Voice helped us create this industry first.”
Anurita Chopra, Area Marketing Director, Oral Health, GSK Consumer Healthcare commented, “Tooth Sensitivity is a common condition not only in India but around the world. The lack of awareness of this condition makes many consumers give up the simple pleasures of enjoying their favorite food and drinks. We are excited to launch this breakthrough, first-of-its-kind tech innovation ‘Hello Sensodyne’ that will address queries of individuals on tooth sensitivity and allow them to take actions towards leading a sensitivity free life.”