Member Article

Guerilla helps dental practice with teething problems

Guerilla has recently created an integrated advertising campaign to drive enquiries to the first practice of an ambitious new dentistry company, Dentist Direct. The ethos of the new practice 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.

It’s an exciting new proposition in the field of dentistry and having launched its first practice in Colchester earlier this year Dentist Direct has experienced a successful launch. Dentist Direct didn’t just want the success of a standard squat 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.

Dan Appleby, Group Account Director, Guerilla, said, “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 at Guerilla have dramatised that feeling of dental anxiety and then resolved it with bold, uncompromising headlines. It was a great brief to work on and we’re confident that the campaign is going to work well.”

The launch campaign is targeted around the practice in Colchester and includes outdoor media, bus advertising, press inserts and adverts, radio and a direct mail door-drop to 30,000 households.

Sarah Purvis, Marketing Director, Dentist Direct, said, “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.”

This was posted in Bdaily's Members' News section by Madeleine Griffith .