Putting alignment in focus
Highlighting the unique quirks and traits of orthodontists to show Australians the value of seeing a true specialist with additional training. Because it takes a certain type of person to perfect your smile.
THE CHALLENGE
A person’s smile can have a remarkable impact on their confidence and wellbeing later in life. But the reality is that there’s a lack of understanding around who’s best to help. Our challenge was to help educate people on the benefits of seeing an orthodontist (with three extra years of qualifications), rather than a dentist or a specialist orthodontist.
THE SOLUTION
We developed the creative platform “It Takes a Certain Type of Person” to explore the world of alignment through the eyes of an orthodontist. Our campaign included a series of ad spots, digital creative, an interactive game and native content designed to educate Australians, then drive prospects from awareness to conversion online.
THE RESULT
With broad reach the main goal of this integrated creative campaign, our ads received 9 million unique views and drove a 20.5% uplift in direct conversions over the campaign period, bringing patients and specialist orthodontists into… perfect alignment.