ORAL-B SMILE TOUR: KEEP ROLLING, KEEP SMILING
Together with Oral-B, EAST END brought dental care directly to people with an interactive Pop Up Experience through Germany and Austria
Task & Goals
For the Oral-B Smile Tour, the world of dental health, oral hygiene, and the Oral-B iO was to be transformed into a tangible brand experience. The goal was to make Oral-B visible beyond the traditional retail shelf, create personal product experiences, and address new target groups at festivals, shopping centers, and retail locations.
At the same time, the tour marked Oral-B’s first major festival activation in the German market. As part of this pilot project, the brand aimed to explore new environments, increase relevance through direct interaction, and transform a traditionally functional topic into an accessible and memorable experience.
Idea & Implementation
In collaboration with MSL and other project partners, EAST END developed the Oral-B Smile Truck: a mobile brand world that toured Germany and Austria throughout September. The journey began at the Glücksgefühle Festival at the Hockenheimring and continued via Heppenheim and Vösendorf to the Westfield Hamburg-Überseequartier, followed by further stops in Ingolstadt and Berlin.
At every tour stop, visitors were invited to discover Oral-B as part of a holistic Experience Journey. At the brushing station, they could try the Oral-B iO for themselves, while a quiz wall communicated knowledge about dental health in an entertaining and accessible way. A photo station, an interactive wheel of fortune, product sampling, and further activation elements offered numerous opportunities to engage with the brand.
EAST END was involved from the initial pitch and concept development through to the design and interior construction of the truck. This included the integration of sinks and brushing stations, the development of the photo station and product-related content, as well as the Brushing Quiz conceived together with MSL. In addition, EAST END was responsible for logistics, coordination with the locations, and on-site implementation, while also supporting the integration of influencers and special meet-and-greet formats.
The result was a flexible experience platform that could adapt to very different environments—from a major music festival and high-traffic shopping destinations to selected retail locations—while presenting a consistent and recognizable Oral-B brand world.
Result
After just the first tour stops, the Oral-B Smile Truck had already welcomed around 5,400 visitors. More than 1,000 Test Brushings allowed consumers to experience the products firsthand. At the same time, the wheel of fortune generated additional interactions and personal goodie moments with around 1,800 spins. In addition, approximately 4,500 toothpastes were distributed.
By combining product experience, entertainment, knowledge transfer, and personal interaction, the roadshow transformed dental care into an engaging live experience. The Oral-B Smile Tour brought the brand directly to the people and demonstrated how a mobile activation can create proximity, relevance, and memorable brand experiences across different markets and touchpoints.
