“Dentistry is just another lucrative marketing segment with a financially strong target group – a dry scientific audience with a taste for expensive cars and getting rich.“ These are just some of the assumptions pinned to dental professionals by marketers, but as always there is more than meets the eye, and the ‘Straumann Rocking Dentistry’ campaign proves just that.
When it comes to marketing campaigns, Straumann understands the power of a good story over hard facts and lifeless illustrations. The huge success of this story-telling approach achieved during the digital campaign to launch the new Bone Level Tapered Implant line in 2015 bears testament to this. And naturally with such a high level of achievement, the challenge of another great storyline had to follow!
So how do we top that for digital dentistry?
When first entering into the world of digital dentistry, the Marketing Communication team was tasked to come up with a story that would capture this brand-new product line, most of which consisted of computerized equipment and materials. Not an implant in sight!
“the real hero who helps to restore a patient’s confidence by giving them back their smile”
What has always been clear however, is that Straumann sees its customer as “the real hero who helps to restore a patient’s confidence by giving them back their smile”. Therefore, it was obvious that the focus and protagonist of this new campaign story had to be the dentist. Who else?
The decision then to use a truck in order to demonstrate and drive the digital workflow directly to our customers seemed perfectly logical, and to balance out the logic and shake things up a little bit, it was decided to brand it as a ‘Rock Performance Tour’. This was not a hard sell within the marketing team but it couldn’t be anticipated how the customer and the company would respond. It was clear that Rock Music connects generations, cultures and nationalities. Therefore, this was what would bind the story together.
We have a great story and now we have to tell it right!
The communication concept of the ‘Straumann Rocking Dentistry’ campaign was to treat dentists like superstars, while the Straumann digital equipment was positioned as the band members, supporting them on their way.
Every element of the campaign was integrated into the overall theme. An own Straumann tour song was composed (since becoming a Straumann anthem!), VIP Member cards, concert tickets, backstage passes, an online song competition, and even a handmade guitar – with material incorporated from Straumann – were all created to deliver a seamless and integrated experience.
„All were presented at a booth, which was constructed in the shape of a backstage area.“
The pre-marketing goal was to create a huge buzz of excitement among customers prior to visiting the Straumann booth at the largest dental show in the world. Everything that had been hinted at or promised up until then would be realized both tangibly and emotionally – the presence of the tour truck, the song contest winner award, the display of the Straumann guitar, and of course the electric atmosphere as the showdown of live music performances began. All were presented at a booth, which was constructed in the shape of a backstage area. This was the touch point to convert our customers and win their trust in the Straumann promise.
Entering into this unchartered territory, Straumann could not possibly have foreseen how much the campaign would eventually trigger the emotions of its customers and employees, prompting such excitement and engagement on a new level, with well over 60 self-composed songs submitted (promoting the Straumann brand). A credible and happy end to a successful show demonstrated by genuine motivation, partnership and a belief in the power of the story.
Recognized with the European Digital Communications Award [for a Company], the campaign that was initially planned for Europe is now being rolled out globally with great success. Another chapter has begun.
Soumen Das ist Director Head Branding & Creative Production bei Straumann.