Denplan has been at the heart of dental care for nearly 30 years and this October we have launched our largest ever national TV campaign, with a TV ad that is being aired for three weeks on a host of popular channels. You’ll be able to find out lots more about this campaign at Denplan’s Stand (M25) at the BDIA Showcase this week.
In nutshell, the ad plays on todays’ selfie-obsessed culture by using humour to dramatise what happens when people lack confidence about their teeth whilst taking a selfie. Denplan believes it’s a concept that many of us can relate to as Denplan’s research with YouGov revealed just how popular selfies are today… a staggering 5.6 million selfies are taken in an average day by adults online. Furthermore, nearly three quarters (74%) of adults have worried about how their teeth look in photographs.*
There is a fun interactive element to the ad with the incorporation of a hashtag (#doitforyourselfie) encouraging people to generate and post their own selfie via Twitter, Instagram, or via www.doitforyourselfie.co.uk. Visitors to the Denplan stand will have the opportunity to take their own selfie and upload it there and then to the doitforyourselfie.co.uk gallery, as there will be an interactive selfie wall on the stand. By uploading a selfie, participants will automatically enter the #doitforyourselfie competition to win £2,000 of UK holiday park gift vouchers and an Iphone 6s**
Richard Ward, Head of marketing at Denplan says: “The ad has moved away from the typical clinical or educational advertisements that could be for any number of dental products. Instead, viewers will see a memorable, impactful ad using humour to engage them. The aim of the ad is to make everyone feel proud of their smile, and to highlight the importance of preventive care and regular dental visits and it encourages patients to seek advice from a Denplan dentist.
“Our intention with the ad is that it will also capitalise on the unique strength of the Denplan consumer brand which will work in partnership with Denplan’s member practices own brands to help them stand out in a competitive market. We believe the ad will provide dentists with the ideal opportunity to talk to their patients about the benefits of joining Denplan and drive more patients into their practices.”
As an example of the marketing support Denplan provides for its member practices, every practice has been sent a #doitforyourselfie pack which contains a range of marketing tools to help practices make the most of the campaign, including some eye catching background posters and a selfie stick so that practice teams can encourage patients to take a “post check-up selfie” and enter the #doitforyourselfie competition.
If you haven’t seen the ad yet, don’t worry as you won’t be able to miss it at the BDIA Showcase! You can come and view the ad on our stand, where our friendly Denplan consultants will also be available to talk to you about the wide range of services we offer. There will be a private seating area where you can have an in-depth chat with a Denplan consultant. Please do come along and learn more about our wide range of dental plans for adults and children, which enables patients to spread the cost of their private dental care through a fixed monthly fee. Denplan supports regular attendance and preventive care, reducing the need for clinical intervention and helping patients to maintain healthy teeth and gums for life.
*Source: YouGov survey for Denplan. Survey was carried out online with 2077 adults, September 2015. The figures have been weighted and are representative of all UK adults (aged 18+)
** Competition open to Denplan patients and non-Denplan patients aged 18+. Closing date, midnight on the 4th November 2015. Full terms and conditions apply and can be found at denplan.co.uk/selfieterms