Mindshare & GSK Brand Sensodyne Develop First Of Its Kind Tech Solution To Treat Tooth Sensitivity
Mindshare, the largest media agency from the GroupM umbrella, has created a first of its kind technology driven chatbot exclusively for GSK brand Sensodyne, the world’s No1 sensitivity toothpaste.
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 revolutionary 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.
Ruchi Mathur, Senior Vice President, Client Leadership, Mindshare North & East, said, “Our constant endeavor 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, added, “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.”