How do you raise awareness for IXORG’s dental care insurance amongst dentists who get new products pitched to them everyday? You introduce a ridiculous product that will make them obsolete. Introducing: The Dentidrill.
How can we make dentists aware of IXORG (a dental care insurance), make them register for IXORG and get them to provide and explain the service to their patients?
Dentists are getting approached to endorse many products or services. To be able to cut through the clutter we had to do something disruptive to gain their attention.
By introducing a ridiculous product that would make dentists obsolete, we grabbed the attention of dentists. The DentiDrill is a fake dental product for home use. The drill makes dental care cheaper and dentists obsolete. This ridiculous dental product and its video immediately went viral and gained worldwide attention creating awareness for the new dental care insurance IXORG.
Causing public outrage, we finally explained the spoof.
In return the new iXorg insurance received great recognision by both the dental community as their (new) customer base.
- 13%New customers directly related to the campaign
- 42.5 %New customers referred by their dentist
- 50%Accreditation by dentists in The Netherlands