Showing Australians the joy of having a smile you love
The Project
The orthodontic industry is experiencing a shake-up, with more general dentists offering orthodontic services. Working with Smile Team Orthodontics, we needed to find a way to cut through, secure their market share, and show Aussies that Smile Team are the ultimate smile nerds.
THE CHALLENGE
Traditionally, most orthodontic referrals came from dentists. But times are changing. Nowadays, dentists are keeping more patients for themselves, dabbling in orthodontics despite not having the same level of expertise. It’s like going to a general doctor when you really need a specialist. We needed to intercept this behaviour by showing potential patients how Smile Team Orthodontics live and breathe smiles.
THE SOLUTION
Smile Team are the ultimate smile nerds. They love working on smiles, making smiles and diving into the smiley science behind them so that all their patients get the smile they want. So, what better way to demonstrate that than by showing how passionate they are about smiles and making everybody else smile?
The Results
The campaign was rolled out with TVC advertising on local networks and cinemas, programmatic OOH in target areas, and was integrated through the line with social media assets.