Oral-B penetrates the out of home advertising market of Dubai with its latest massive campaign that aims to raise awareness and motivate consumers to switch to Oral-B's electric toothbrush. The campaign positions the product as a better solution for ultra-cleanliness and healthier gums which cannot be reached using a regular manual toothbrush. The campaign also reflects that the electric Oral-B toothbrush has 100X more movements than any other electrical brush and this means that the product has the capability to remove surface stains and gives a superior clean with position detection technology. The ad copy also induces a testimonial that states that Oral-B is No.1 and is heavily recommended by dentists worldwide and this encourages and convinces the audience to switch to Oral-B which offers the best quality of products. The ad copy also demonstrates a huge and detailed figure of the toothbrush which shows that brush heads can be separately bought and renewed since it is a customizable smart ring that can be personalized. There is also a pressure sensor that protects the gums. The toothbrush also had 6 modes for personalized cleaning and the longest-lasting battery. It is also visible that Braun participated in the manufacturing of the electric brush. The Go Electric campaign uses blue as the main theme and brand color and this projects feelings of serenity, cleanliness, orderliness, reliability and intelligence. The campaign was launched in the first week of June for the first time as hoardings, lampposts, digital screens and bridge billboards in prime areas of Dubai City.
