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Brand Loyalty Lab – participate and win €10,000

Participate in the Brand Loyalty Lab to win €10,000 and the chance to scale your product along with SCA in different markets around the world.

The Brand Loyalty Lab is a Publicis Drugstore Retail Innovation Project run by MiniBarLabs and made in partnership with SCA consumer tissue. The aim of the programme is to identify innovative retail, sales and loyalty solutions.

We’re looking to reach out to and engage with start ups, change makers and innovators to answer the challenge below.

THE CHALLENGE
SCA own several large tissue product brands like Plenty, Velvet, Cushelle, Tempo, Zewa, Lotus and Regio. A consistent challenge in these and in fact most Fast Moving Consumer Goods (FMCG) product categories is how to drive loyalty to brands, over and above competitors.

For this reason we’re interested in exploring how emerging retail tech innovation can produce a more enjoyable shopping experience and drive loyalty to SCA brands – ultimately to help their brands be purchased more often.

The proposed solution can work within the multifaceted retail environment: POS technology, frictionless purchase, self-checkout or queue skipping, loyalty schemes and subscriptions, e-commerce, in-store consumer engagement, IoT or digital campaigns to name but a few.

REGISTER YOUR INTEREST
In the first phase we ask that participants register their interest via hello@minibarlabs.com providing a short bio and indicating which area of the challenge you’d like to address. The MiniBarLabs team will then get in touch to discuss your solution.

Participants will also have the chance to attend a number of ideation sessions in March to develop their proposals. The programme will draw to a close with a pitching session 25th April 2016 at the Publicis Drugstore in London when the selected teams will present their ideas to a panel of judges including SCA representatives.

WHO IS SCA?
SCA is a Swedish FMCG company operating in 100 countries, and turning over in excess of •11bn yearly. Consistently voted one of the world’s most ethical companies, they are a leading brand owner and manufacturer of essential hygiene products, which for the last 75 years have helped improve the quality of everyday life for people all over the world.

Hack the Brush – Pitch Day Information

Hack the Brush
Pitch Day

WEDNESDAY, 25 NOVEMBER 2015, 12.30PM-6.30PM 
PUBLICIS DRUGSTORE, THE TRAMPERY OLD ST, 239 OLD STREET, LONDON, EC1V 9EY

Schedule:
12.30pm – Doors Open & Lunch
1.30pm – Welcome
1.45pm – Pitches
2.45pm – Break 1
3.00pm – Pitches
4.00pm – Break 2
4.15pm – Pitches
5.00pm – Judging
5.30pm – Winners announced
6.30pm – Drinks

 

Pitches will be 5-10 minutes with a further 5 minutes for Q&A. If you wish to use slides, please prepare these (pdf, ppt or keynote) in advance and send to Caroline by Tuesday 6pm. We will have a large projector for slides and an additional side screen for mobile displays. 

 

What constitutes a prototype?
A prototype for the purposes of the Pitch Day event on 25 November 2015 means at the minimum; a presentation (pdf, ppt or keynote) that illustrates the mobile User Interface, ie: please show images of the app as it would appear on a mobile screen. You should clearly outline the user experience and technical feasibility. If possible, though it is not a pre-requisite for pitching given the short timeframe, you may present a functioning app that has been integrated with the SDKs or API. We will have an additional side-screen to the projector to allow for this.

 

Panel of Judges
– Christian Ahlert, Founder, MiniBarLabs
– Christian Weinberger, Lead Developer Applications, Iconmobile
– Stephen Squire, Global Marketing Director, P&G
– Maria Alejandra Apostoli, ‎Senior Brand Manager Global and Europe Digital and e-commerce Oral Care, P&G
– Ingo Vetter, R&D Project Manager, P&G
– Alex Thalheim-Martin, Principal Researcher Interaction Design, P&G
– Neil Quick, Managing Director, Publicis London

 

Judging Criteria?
All ideas will be presented before our panel of judges and rated against the following criteria:

  1. Proposition – What is your proposed idea or app? What exactly does it do and how does it work?
  2. Pioneering – What are the novel features of your idea or app and how is it better to what currently exists?
  3. Potential – How big is the market opportunity or impact of your app or idea? How can this be tested, demonstrated or proven?
  4. Practical – How easy or feasible is your idea or app to implement? What further work needs to be carried out to realise it cost-effectively in advance of Mobile World Congress in February 2016?
  5. Proposer – What are your or your company’s relevant capabilities and experience? Who is in your team for this project and what are their roles?

 

About Hack the Brush
Hack the Brush is an app development programme running from 26 October – 25 November 2015 to launch the Oral-B connected toothbrush web API and SDKs (iOS and Android). We are reaching out to deveopers to work on new apps that create a seamless digital experience and encourage better oral care. The highlight of the programme will be the Hack the Brush pitch day on 25 November 2015. Prizes will be awarded of 10,000 USD (1st Prize) and 5,000 USD (2nd Prize). In addition Oral-B will commit to work with selected teams to develop ideas further and present apps at the Mobile World Congress February 2016.

Find out more about Hack the Brush:

Find out more about the connected toothbrush, API and SDKs
Challenges, Judging Criteria and Panel of Judges
Programme Schedule
Ideation Sessions

The Hack the Brush Oral-B App Development & Partnership Programme is led by MiniBarLabs and The Publicis Drugstore.

Hack the Brush – Ideation Sessions

As part of our Hack the Brush – Oral-B app development programme we will be holding a number of ideation sessions on 11 and 12 November at the Publicis Drugstore near Old Street, London. Please see the dates of each session and link to RSVP below:

Hack the Brush – Ideation Session 1
Wednesday 11 November 2015, Publicis Drugstore, 2pm-5pm

Hack the Brush – Ideation Session 2
Thursday 12 November 2015, Publicis Drugstore, 10.30am-1.30pm

Hack the Brush – Webinar Session
Thursday 12 November 2015, login details TBC

 

About Hack the Brush

Hack the Brush is an app development programme running from 26 October – 25 November 2015 to launch the Oral-B connected toothbrush web API and SDKs (iOS and Android). We are reaching out to developers to work on new apps that create a seamless digital experience and encourage better oral care. The highlight of the programme will be the Hack the Brush pitch day on 25 November 2015. Prizes will be awarded of 10,000 USD (1st Prize) and 5,000 USD (2nd Prize). In addition selected teams will get support to develop ideas further and present apps at the Mobile World Congress February 2016.

You can access the Oral-B SDK and API now by signing up to the developer portal.

Or find out more about Hack the Brush and how to participate:

Introduction to Hack the Brush

Find out more about the connected toothbrush, API and SDKs

Programme Schedule

Challenges and Judging Criteria

 

Hack the Brush – Introduction

The Oral-B Connected Toothbrush App Development & Partnership Programme

CALLING ALL DEVELOPERS! CREATE APPS WITH THE NEWLY LAUNCHED ORAL-B CONNECTED TOOTHBRUSH CLOUD-BASED SDKs AND API AND WIN PRIZE MONEY OF 15,OOO USD. SELECTED ENTRANTS WILL ALSO GET SUPPORT TO DEVELOP APPS FURTHER AND PRESENT AT THE MOBILE WORLD CONGRESS IN FEBRUARY 2016.

 

WHAT IS HACK THE BRUSH?
Hack the Brush is an app development programme running from 26 October – 25 November 2015 to launch the Oral-B connected toothbrush web API and SDKs (Android and iOS). We are reaching out to agencies and individuals to work on new apps that encourage better oral care.

You can access the Oral-B SDK and API now by signing up to the developer portal. By entering Hack the Brush you can work directly with the Oral-B team on your ideas and win prizes. All Hack the Brush participants can sign up for extra support to develop prototypes (and play about with a bluetooth connected toothbrush) through ideation sessions in London on 11 and 12 November 2015, via webinars and online documentation. The highlight of the programme will be the Hack the Brush pitch day on 25 November 2015. Prizes will be awarded of 10,000 USD (1st Prize) and 5,000 USD (2nd Prize). Selected teams will also get additional support to develop ideas further and present apps at the Mobile World Congress February 2016.

To register your interest in the Hack the Brush programme and RSVP for an ideation session please mail hackthebrush@minibarlabs.com and include a short bio (200 words max). 

WHAT ARE THE CHALLENGES?

Gamification – games that would incentivise both teenagers (11-18) and adults to have a better oral care routine; with points, badges, leaderboards for users who brush for enough time, in the right way and regularly.

Socialisation – how can multiple users eg: a family or household use the connected toothbrush?

HealthTech integration – how can the device relate to, or be integrated with, platforms such as Apple Health, HealthVault, Google Fit and devices like the Jawbone, Fitbit or Apple Watch?

Development for the Apple Watch –  further to HealthTech integration, the official Oral-B app has been downloaded over 590,000 times with 60% of users on iOS devices. With this in mind, and with Apple allowing native apps on the Apple Watch as of Sept 2015, we see great scope and timeliness in participants developing for the Apple Watch.

eCommerce integration – can an app be developed that reminds users to replace products as well as click through to purchase and delivery straight to your door?

Media streaming – is there an app that could provide entertainment or daily news to users as they brush?

Seamless data transfer – how to encourage or enable regular data transfers using BLE technology?

 

IMPORTANT DATES

_> Access to the Developer Portal – From 26 October 2015

_> Ideation sessions – 11 and 12 November 2015 at The Publicis Drugstore, London and also via webinar. Time slots TBC. Session info and RSVP

_> Deadline for idea submissions – 13 November 2015

_> Pitch Day –  25 November 2015 at The Publicis Drugstore, London

 

GET STARTED

To access the Developer Portal please visit http://developer.oralb.com/

To register your interest in the Hack the Brush programme and RSVP for an ideation session please mail hackthebrush@minibarlabs.com and include a short bio (200 words max).

 

MORE INFO

Find out more about the connected toothbrush, API and SDKs

Challenges, Judging Criteria and Panel of Judges

Programme Schedule

Ideation Sessions

 

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CALLING COMMERCIAL PARTNERS! HAVE YOU AN IDEA FOR PARTNERSHIP AROUND THE NEW ORAL-B PRO SERIES CONNECTED TOOTHBRUSH AND APP? 

In addition to creating new apps around the PRO series through Hack the Brush we aim to reach out to and connect with larger commercial partners to enhance or extend the official Oral-B brush and app. There is lots of room for further feature development with other commercial partners to create a seamless consumer experience and interestingly allow for expanded professional guidance. Therefore if you have an exciting idea for a commercial partnership or would like to find out more we would like to hear from you, please get in touch via hackthebrush@minibarlabs.com.

 

 

The Hack the Brush Oral-B App Development & Partnership Programme is led by MiniBarLabs and The Publicis Drugstore.

 

Hack the Brush – Technical Info

Information on Oral-B Connected Toothbrush API and SDKs

WHAT IS A CONNECTED TOOTHBRUSH?

Oral-B is the worldwide leader in the brushing market. Part of the Procter & Gamble company, the brand includes manual and electric toothbrushes for children and adults, mouthwash and dental floss etc. The Oral-B PRO electric toothbrush with Bluetooth connects to a specially developed smartphone app providing users with real-time feedback on their brushing habits, helping to change oral care behaviour for the better.

Launched in mid-2014 the user base for the app is firmly established having been downloaded over 590,000 times (approximately iOS 358,000 times and Android 235,000 times). Providing a two-way communication between toothbrush and user, the brush is proven to increase overall brushing times – users are now brushing on average 2:24 minutes which is an increase from less that 60 seconds with a manual toothbrush. Importantly, the integration of the app eliminates doubt – users know when they are hitting their goals, and when they are not. Think of it as your daily oral care personal assistant, coach and motivator.

The Oral-B toothbrush models that currently connect to the app are: Oral-B PRO 6000, Oral-B PRO 6500 and Oral-B PRO 7000.

 

FEATURES OF THE OFFICIAL ORAL-B APP

The official Oral-B app already has a range of interesting features:

  • * Users can receive guidance selecting from five pre-programmed journeys to follow that fit their oral care goals.
  • * Journeys can be personalised by a dental professional.
  • * Progress can be reviewed over time from stored data.
  • * Users can unlock achievements based on brushing behaviour such as ‘most improved’ or ‘record brushing streak’.
  • * There is an integrated shop feature for oral care products

Watch this short video for more info:

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THE ORAL-B CONNECTED TOOTHBRUSH WEB API AND SDKs

Developers can access the API and SDKs and register new apps via the Developer Portal: https://developer.oralb.com/

In addition to the official app, there is still great potential to unlock in and around these connected devices and so Oral-B are launching a cloud-based API and SDKs to help facilitate new app developments and service plugins.

The SDK provides developers with libraries and documentation so that they may connect to the Oral-B PRO series toothbrush and access the user’s historical brush data (after the user grants access*). 

*Please note: If you are building an app which requires that you regularly record the user’s sessions the user would expect that you allow him to connect your app to the Cloud. Otherwise the sessions recorded while using your app might not be synced to the user’s Cloud account. 

WHAT DOES THE SDK ENABLE REGISTERED DEVELOPERS TO DO?

Discover – Bluetooth enabled Oral-B toothbrushes (PRO Series 6000 and higher) via Bluetooth Low Energy (BLE)

Connect – to Oral-B toothbrushes via the cloud web service over HTTPS

Receive  – updates on state changes of the connected toothbrush, such as brushing time, device state, etc. and brush session data from a user’s Oral-B Cloud account

Synchronize – brush sessions with a connected toothbrush with the Oral-B Cloud service. Meaning that given a user grants access, you can pull all brush sessions of a user.

 

WHAT DATA IS COLLECTED FOR DEVELOPERS TO ACCESS?

The SDK will provide the following data while the user is brushing:

  • Device State – Device is running, not charging or idle at this stage. 
  • Pressure – Activates when the user applies too much pressure.
  • Brushing Time – Duration of the current brushing session.
  • Brushing Mode – Currently used brush mode.Also indicates mode change with reduced motor speed due to too much pressure.
  • Quadrant / Sector – Current quadrant / sector the user should brush (depends on quadrant configuration of the brush + brushing time)

 

And while the device is docked (not brushing):

  • Device State – State of the device, idle or Bluetooth connection on.
  • Battery Level – Battery level of the brush.
  • Brushing Mode – Currently used brush mode with dynamic update when user changes while brushing. 
  • Brush Time – Duration of the current brushing session.
  • Quadrant / Sector – Up to 30 seconds after last brushing event, last active quadrant / sector the user should brush (depends on quadrant configuration of the brush + brushing time)
  • Quad Times – Allows to read / change the quadrant / section durations.
  • Cached Data – Provides access to the cached sessions up to 20 or 30 seconds after last brushing event, depending on model of brush.

MORE INFO

Introduction to Hack the Brush

Challenges, Judging Criteria and Panel of Judges

Programme Schedule

Ideation Sessions

Hack the Brush – Programme Schedule

Programme Schedule

28 October 2015 – Programme Launch & Developer Registration

The programme will launch on 28 October 2015. We invite developers and agencies to get in touch via hackthebrush@minibarlabs.com to:
1. Register your interest in the programme
2. RSVP for an ideation session

Please provide a short bio (200 words max) and any relevant links to your portfolio

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Register on the Developer Portal

Developers can access the API and SDKs and register new apps via the Developer Portal: https://developer.oralb.com/

 

11 & 12 November 2015 – Ideation Sessions

Location: The Publicis Drugstore, time for each session TBC

As an additional support for participants we will hold a number of ideation sessions (3hrs long) at the Publicis Drugstore in London. During these sessions our team will guide participants through the documentation and help to develop concepts. Teams attending the ideation sessions will also be given a connected toothbrush to take back and work on their prototype with. However, if you are not in the UK but would still like to take part we can arrange webinar sessions too. Please mail hackthebrush@minibarlabs.com if you wish to join remotely. More info on the sessions and RSVP. 

 

13 November 2015 – Idea submission deadline

In order to go through to the Pitch Day we would like you to submit a short proposal (300 words max) to outline your idea including any mockups you may have. Please email submissions to hackthebrush@minibarlabs.com before 12 midnight, 13 November 2015.

 

16 November 2015 to 25 November 2015 – Prototyping Period

Following the submission deadline we will read through each idea and select up to 10 ideas to be taken onto the next stage – prototyping. Developers will then have until 25 November to prototype their ideas for presentation at the Pitch Day.

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25 November 2015 – Pitch Day

Location: The Publicis Drugstore, 12.30pm-7pm

Teams will gather at the Publicis Drugstore in London to pitch their prototypes to an Oral-B panel. The best apps will be awarded prizes from a fund of 1st Prize – 10,000 USD, and 2nd Prize – 5,000 USD. In addition selected teams will get further support to develop their apps so by February 2016 they can be presented at the Mobile World Congress in Barcelona.

Teams are asked to attend the Pitch Day in person. If coming from outside of London teams are asked to arrange their own travel and accommodation.  

MORE INFO

Introduction to Hack the Brush

Find out more about the connected toothbrush, API and SDKs

Challenges, Judging Criteria and Panel of Judges

Ideation Sessions

 

 

Hack the Brush – Challenges & Judging

Challenges & Judging Criteria

WE’VE SET OUT A NUMBER OF CHALLENGES TO GET YOU THINKING, THESE ARE GUIDING IDEAS HOWEVER WE ALSO ENCOURAGE AND WELCOME OTHER APPROACHES.

  1. GAMIFICATION & SOCIALISATION – Produce games that would incentivise kids, teenagers (11-18) and adults to have a better oral care routine; with points, badges, leaderboards for users who brush for enough time, in the right way and regularly.
  1. MULTIPLE UESRS – how can multiple users eg: a family or household use the connected toothbrush? This could mean either through one or several toothbrushes. The app could enable parents to monitor family brushing habits and supplies, or to facilitate a bit of healthy competition – to see who wins the best brusher.
  1. HEALTHTECH INTEGRATION – the market for healthTech has exploded in recent years, with so many devices and apps to monitor and incentivise individual health and well being. How can the Oral-B BLE device for better oral-care relate to, or be integrated with, platforms such as Apple Health, HealthVault, Google Fit and devices like the Jawbone, Fitbit or Apple Watch?

DEVELOPMENT FOR THE APPLE WATCH – the official Oral-B app has been downloaded over 590,000 times with 60% of users on iOS devices. With this in mind, and with Apple allowing native apps on the Apple Watch as of Sept 2015, we see great scope and timeliness in participants developing for the Apple Watch.

eCOMMERCE INTEGRATION it is possible to track and accurately calculate the wearing or use of products related to the device ie: toothbrush heads. Could an app be developed that reminds users to replace products such as toothbrush heads, toothpaste, floss, etc. as well as click through to purchase and delivery straight to your door?

  1. MEDIA STREAMING – is there an app that could provide entertainment or daily news to users as they brush? If not directly from their phone then how about streaming music on the household network and connected speakers?
  1. SEAMLESS DATA TRANSFER – the device makes use of BLE in order to transfer data packets from the brush to the phone and Cloud. In order for this full process to happen the user must bring their phone close to the base ie: into the bathroom. Not everyone brings their phone into the bathroom and so how could users be given prompts to connect the device to the app on a more regular basis to update their account? Going further, how could a BLE repeater be made use of to make use of or household wifi network to ensure that data is transferred?


JUDGING CRITERIA

At both the prototyping commissioning and Pitch Day stages teams will be judged by a panel of both internal and external evaluators who will base their selection on one or more of the following criteria:

  • 1. Proposition – What is your proposed idea or technology? What exactly does it do and how does it work?

  • 2. Pioneering – What are the novel features of your idea or technology and how is it better to what currently exists?

  • 3. Potential – How big is the market opportunity or impact of your idea or technology? How can this be tested, demonstrated or proven? Should there be further investment, as contracts, from Oral-B to develop the app, can a link be shown between this and increased brand sales?

  • 4. Practical – How easy or feasible is your idea or technology to implement? What further work needs to be carried out to realise it cost-effectively?

  • 5. Proposer – What are your or your company’s relevant capabilities and experience? Who is in your team for this project and what are their roles?

MORE INFO

Introduction to Hack the Brush

Find out more about the connected toothbrush, API and SDKs

Programme Schedule