The longest queue in covent garden in the last 5 years
We created an immersive pop-up event to launch Oral-B’s revolutionary toothbrush, the new Genius X, featuring artificial intelligence. To effectively engage each of the diverse target audiences, the event ran over a three-day period, with day one dedicated to media, creative content influencers joining for day two, and finally opening up to customers on the third day.
Held at creative hub, Carousel, the event was the perfect blend of smart technology, expert advice and Instagrammable opportunities for the brand, with guests invited to take part in a social media moment to drive conversation and buzz.
Guests arrived via an LED archway entrance, with the first 100 gifted a free Genius X. Once inside, they were led towards multiple luminous plinths where they could get up close and personal with the product. A 4-foot neon ring put an innovative spin on seating, while the mirrored silver disk backdrop and floor completed the futuristic feel.
An informal chill area, complete with screens, tables and stools created a place for guests to spend time interacting with the product and chatting with experts, and provided a more intimate space for those all-important press interviews.
Downstairs, demonstrations of the Genius X took place alongside a sink and mirror station manned by dental hygienists, which provided the perfect environment for visitors to trial the product first-hand. Not only did guests receive tips on how best to use this cutting-edge toothbrush technology, they also caught a glimpse of how the bathroom experience is set to change in years to come.