THE CHALLENGE
A major regional dental practice wanted to increase their visibility in their local market, but at the same time to raise awareness of their advanced cosmetic dentistry skillset, and prompt more people to enquire. Our agency was approached to tackle the marketing problem.
STRATEGY
Based on a strong strategic approach developed using MOP’s bespoke brand methodology, the goal was to target people who were both psychographically inclined to find out more, who were in the right demographic to be able to engage with the proposition. MOP’s brand insight was that people who are concerned about their “look” are just as likely to consider their smile as a major fashion item as they do their clothing, hairstyle or other accouterments. Accordingly, a deliberately fashion-oriented campaign was created utilising TV and targeted online, showing a wide variety of consumers celebrating their new smile and what it’s done for their public persona and confidence.
RESULTS
After a very successful launch, on-going enquiry continues to be considerably above pre-advertising levels. Our agency continue to over see all advertising activity.