-

Task & objectives

After taking a break from trade fairs in 2023, Oral-B returned to IDS – the world’s largest leading trade fair for the dental industry – in 2025 with a strong presence. The goal was to position the brand as an innovation leader in electric dental care and to create an experiential brand concept that appealed to various target groups: dental professionals, content creators, retail partners, and PR.

The challenges:

• Visibility and interaction in a reduced space (210 m² vs. 375 m² previously)
• Communicating technological expertise and product highlights of the iO series
• Activating new contacts via OralBProfessional.com
• Integrating sales, education, and PR goals into a fluid experience

Idea & implementation

EAST END developed an open stand concept around the “Innovation Circle” – a modular customer journey that offered maximum flexibility and specifically linked interactions and experiences.

Key Experience Modules:

• First Contact: Visitors were introduced to the motto “A round routine for everyone” in the waiting area via iPads, QR codes, and a cube puzzle.
• Entrance & Scientific Exchange: A bright Oral-B logo, visible from afar, pointed the way to the brand world. In the center of the booth, consultants presented content on XXL screens, controllable via iPad—flexible, multilingual, and individually tailored to the target group.
• Elements of Innovation: The entire iO portfolio and premium toothpaste were presented in high-quality display cases – clearly structured and eye-catching.
• TestDrive Area: Six fully equipped brushing stations allowed visitors to experience the cleaning technology firsthand. A separate disinfection area ensured hygiene and refill logistics.
• Face2Face consultation: Personal consultations took place at 16 fully equipped tables (including barrier-free options) – each including a goodie bag.
• Photo booth: Visitors could take photos of themselves in front of an iconic 3D set of teeth with oversized iO2 brushes and download and print the image directly via QR code.

Selfie spot tour:

Selfie spots were placed throughout the stand, including a creative mirror wall (mirror selfies), an educational matching game (smile swap), and an installation made of bristles (bristles station). These stations transformed the stand into an interactive stage for social media and at the same time created a strong emotional connection with the young target group.

Backstage & PR:

An exclusive PR breakfast on the first day of the trade fair, including guided tours of the booth, provided an opportunity for intensive exchange. High-quality catering and relaxation areas for VIP guests and the P&G team were provided in the back office.

Result

The implementation achieved measurable successful results:

• Over 8,000 visitors to the booth
• Over 8,500 goodie bags distributed
• High frequency at the consultation tables
• Intensive use of iPads and selfie spots
• Positive response in the press and social media
• Smooth cooperation between P&G and EAST END throughout all project phases

Thanks to the open, modular concept, the brand experience could be customized while still meeting all KPIs—without rigid guidance, but with a clear impact. “A round routine for everyone” thus became a lively experience—emotional, interactive, and innovative.