On Wednesday the 7th of October, GDPUK were invited to the launch of Denplan’s new TV advert which will air on our screens from Saturday night (10th Oct) and will run for approximately 3 weeks.
The campaign demonstrates Denplan’s huge investment and commitment to dentistry and the dental practices that they work with. An impressive £1.2 million has been spent on this campaign.
After a short consultation period, Denplan have used the advertising agency “brothers and sisters” to design the advert. Established since 2008, they have a number of famous campaigns in their portfolio including the Thierry Henry advert that aired this year which can be viewed below. Great advert, especially the part when he joins Alex Ferguson and Brian Kidd on the Old Trafford turf!
The Denplan advert
So what does the advert entail? It shows a young man taking a selfie on a day out but everytime he smiles, he snaps his horrendous teeth. These teeth are obviously quite extreme to get the message across and were created by the special effects team at Fangs Fx. (If you click on the link, it gives you a great idea of what they are capable of!) So the bloke starts coming up with ways to cover his teeth, eg putting his cat in front of his mouth or putting his hand in front of his teeth. The producers behind the advert have gone for something that will make the viewers smile and also gets people interacting, which seems to be the current trend for TV adverts, as exposure is limited with the way we all watch TV these days. Let us know what you think, when the advert airs over the weekend? Does it make you smile?
Denplan would like to increase brand awareness, plus of course help Denplan’s member practices stand out in the competitive market of attracting / retaining patients. Practices have been sent a large amount of marketing material that will be used to engage with patients, so in conjunction with the advert, it will provide excellent opportunities to talk to their patients and forms a part of their practice marketing.
Denplan conducted some selfie research which gives further credence to the campaign. A YouGov survey revealed that a staggering 5.6 million selfies are taken in an average day by adults online which equates to an incredible 2 billion plus per year! Three quarters (74%) of adults have worried about how their teeth look in photographs and a third of adults (33%) have smiled but purposely not shown their teeth due to being embarrassed by them, so selfies and smiles was an easy place for Denplan to focus their efforts.
So from a dental perspective, what impact will this bring on UK Dentistry? A few thoughts to consider:-
Obviously there will be a huge impact for Denplan dental practices but will other dental plan providers also receive a boost? I believe it gets people thinking about their teeth and their dentist, so its a positive piece of marketing for all dental practices.
It is fantastic to move away from traditional tv dental advertising and instead Denplan have embraced a modern and fresh approach…. Everyone at the event agreed that this was a brave move and the small crowd were certainly positive about the message that Denplan are hoping to achieve.
The use of social media and a hashtag #doitforyourselfie taps nicely into a younger, celebrity obsessed crowd but if it gets the public visiting the dentist on a more frequent basis and talking about dentistry in a positive light, then surely this is a good thing? Dr Roger Matthews (Chief Dental Officer) of Denplan mentioned that motivation is key with patients and he believes that running this campaign could be a great way of motivating patients to visit their dentist on a regular basis and that is obviously the overall aim of the campaign.
Dentists are often negatively portrayed in the media but I believe it is refreshing to see a slightly humorous take on the Dental world but with a positive message that people in Britain our proud of their smiles and possibly the work dentists have done on their teeth? This will hopefully be demonstrated over the next few days, as the public share their selfies on www.doitforyourselfie.co.uk. Already a number of selfies have been uploaded!
Unfortunately I can't provide a copy of the advert just yet but I will update this blog with the advert once it has had its premiere. Over the next few days we will be keeping a close eye on the microsite, to see whether it captures the public imagination and the general reaction from the dental community on social media. We certainly hope it does capture the imagination and as stated previously, it achieves the positive message that Denplan are striving for. Please let us know what you think and how the advert will be received?
** Blog now updated**
The advert is due to be shown at 15:28 on ITV1 on Saturday afternoon.