Hybrid press & influencer launch of the Oral-B iO™ in Munich
Ringing in the future of electric toothbrushing with hybrid PR launch event for the German market
Task & Goals
Due to the Covid-19 pandemic, the new Oral-B iO™ was to be presented to journalists and influencers from the German-speaking market at a hybrid PR launch event. The new Oral-B iO™ convinces with an intelligent pressure sensor, interactive LED display, 3D tooth surface detection and the new slim design. Oral-B iO™ stands for sensational brushing performance and an all-round improvement in cleaning results and introduces a new category of electric toothbrushing. EAST END developed the detailed concept for the hybrid launch event and the digital platform including the user experience and realized the implementation on site including streaming studio, process control and hygiene concept.
Idea & Implementation
The set design of the streaming studio for the hybrid Oral-B iO™ launch event was based on a modern private loft with living room, open kitchen and bathroom. The guests experienced a journey through the themes of design, technology and experience at different stations. Impressive presentations, expert talks and interviews provided a varied program for the online & offline participants. The final highlight was formed by several touch and try stations. Here the guests who were on site could experience the new cleaning feeling as well as the Oral-B iO™ App live.
The day was divided into three time slots, so that around 25 press representatives were able to attend the product launch in the morning and around 25 influencers in the afternoon. This ensured that the maximum number of guests specified in the hygiene concept, together with distance regulations and hygiene measures, were adhered to. After the opening, the participants went through the individual stations in small groups. During the lunch hours, a purely virtual event took place for media and influencers who could not participate live on site due to travel restrictions. An interactive digital platform with live stream was available for this purpose. The virtual guests were thus provided with a comparable product experience via the various content stations from the streaming studio.
Result
Thanks to the hybrid brand experience, even those who could not attend the event live were able to follow the product launch online. Despite the Corona editions, this increased the reach and built a bridge between live and digital. A hybrid event was therefore the best solution for a product launch in times of pandemic.
