Ambitious new dentistry company, Dentist Direct, approached Guerilla to created an integrated advertising campaign to drive enquiries to their first practice.
Their ethos is to put patients at ease and make the dental experience as easy as possible by using new technologies such as the pain-free Waterlase method of dentistry and through providing more convenient appointment slots including weekends.
Dentist Direct didn’t just want the success of a standard practice though, and sought out Guerilla to really break the boundaries with a marketing campaign very different to what is usually expected by the industry and the public.
We started with a universal truth that people don’t like going to the dentist. It won’t surprise anyone to know that four out of five people admit to having some level of anxiety about going to the dentist. The team at Dentist Direct didn’t like going either so they changed the experience. That clear proposition led to the idea of the dentist for people who don’t like the dentist. By using stark, clinical photography, the creative team dramatised that feeling of dental anxiety and then resolved it with bold, uncompromising headlines.
“When the team at Guerilla presented their ideas to us we were blown away and knew that we had to run the campaign. We can’t wait to see the results in Colchester and with a new practice planned in Milton Keynes for later in the year we can't wait to roll this out as we grow.”
The launch campaign was targeted around the practice in Colchester and included outdoor media, bus advertising, press inserts and adverts, radio and a direct mail door-drop to 30,000 households.