Philips Sonicare in The Sims FreePlay


Philips Sonicare


Philips Sonicare wanted to capture new audiences by engaging them through casual gaming. Working with The Sims, we helped to choreograph an authentic experience between game and online retail.

We started by creating an expert Sim for players to relate to.

Philips Sonicare is a brand based on science, an attribute we wanted to highlight in the lighthearted and comedic context of The Sims FreePlay. We created a character, a scientist named Max, to bridge the gap between the real world and the Sims world.

Range of Products
Interface Flow Diagram

We used everyday game play to motivate the user.

We worked with Philips Sonicare and EA to define a series of branded in-game objects and goals to introduce users to the Philips Sonicare brand.

Design Guidelines Documentation

Conversion required a flow with as little friction as possible.

Success meant maintaining engagment through the transition from game play to purchase. We used a combination of Sims and Philips Sonicare elements to maintain consistency as the user moved from one world to the other. While we provided a number of options for users to learn more, these were secondary to the coupon itself.

Project Artifacts

Concept Generation

Experience Journey

Key Scenarios

Interaction Model



Product Promotion