New client for FRASER and a brand-new integrated campaign
Aug 17, 2021
Dental implant procedures and orthodontics are typically associated with stress, worry, and anxiety. Consequently, trust in the treating dentist is of fundamental importance to patients. So how can we discuss these topics in a way that alleviates patients’ fears and concerns and strengthens their trust in the dentist?
KonfiDents and FRASER faced this challenge in their first project as part of their new partnership. The goal is to promote the services of the dental and implant center in the Munich area in a way that is unconventional for the industry.
With over 25 years of experience and more than 60,000 implants placed, the specialists at the Unterschleißheim Dental and Implant Center (part of the KonfiDents Group) are proven experts whose primary goal is to help patients achieve a more beautiful smile and healthy teeth.
FRASER, an independent, owner-managed agency based in Berlin, has developed an integrated campaign to help the dental practice connect with its target audience and build trust through unconventional and lighthearted visuals.
The industry standard typically involves a communication style that does little to inspire confidence: images of crooked teeth, alarming before-and-after comparisons, or unsettling X-rays not only fail to evoke positive emotions in patients but also intensify the oppressive anxiety that many people already struggle with when visiting the dentist. For this reason, a different approach was chosen for this campaign: colorful, cheerful illustrations chart a new course to stand out from the competition.
Unpleasant, stress-inducing dental topics, as well as generic services like quick appointment booking, can be communicated effectively through illustrations paired with creative headlines. This deliberately evokes associations in the minds of the target audience that make unpopular topics more palatable and convey a sense of ease to patients. This approach fosters a bond with patients rooted in trust, which aligns with the services offered by KonfiDents dental practices.
The ads reach the target audience through a variety of touchpoints: social media ads, search ads, display ads and banners, direct mail, and out-of-home posters. Each touchpoint directs (potential) patients to one of three landing pages, depending on which service they are interested in.