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Enter our new Brand Loyalty Lab and win €10,000
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Hack the Brush from Drugstore London on Vimeo.
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.
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:
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.
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
Challenges and Judging Criteria
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).
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?
_> 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
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).
Find out more about the connected toothbrush, API and SDKs
Challenges, Judging Criteria and Panel of Judges
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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.
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.
The official Oral-B app already has a range of interesting features:
Watch this short video for more info:
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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.
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:
And while the device is docked (not brushing):
Introduction to Hack the Brush
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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Developers can access the API and SDKs and register new apps via the Developer Portal: https://developer.oralb.com/
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.
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.
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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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.
Introduction to Hack the Brush
Find out more about the connected toothbrush, API and SDKs
Challenges, Judging Criteria and Panel of Judges