Three short films are the stars of a new integrated campaign created by Eric Mower + Associates for Sirona Dental’s Schick brand. The videos focus on the benefits of digital dental technology—it’s faster and better—while poking fun of the disadvantages of film—it’s slow and outdated.
The new campaign targets dental professionals who still use film for intraoral X-rays, current Schick customers who have not upgraded to the new Schick 33 sensor and those using competitive digital systems. Rich media ads on dental publications’ websites, as well as a multi-touch email campaign, drive people to a new microsite to watch the videos.
“Film is so 1895. Maybe it’s time for your practice to go digital,” reads the copy in Don’t Get Caught on Film. An antiquated dental staff takes a flash picture—accentuated by a huge puff of smoke—of a patient’s teeth. “I think we’ve got it! Let’s put this in the chemicals and see what we’ve got. Should take but a fortnight,” says the dentist.
In a second video, a perplexed patient asks, “You guys are still using film?” The staff breaks out into a rap about how they “take it old school” at their office. The copy warns to not be left behind; “More than half the industry has gone digital.”
A third video, Choice is Better, shows a dentist car shopping—but at a dealership that offers only one old car of the same model and color. She’s not happy with the lack of choices. “People like options,” reads the copy, “like the Schick Modular Platform. Does your practice have it?” The message reinforces that Schick sensors are available in different sizes to fit patients of all ages.
Viewers can also watch the videos on a new interactive marketing microsite, GoDigital.schickbysirona.com, which features a Learning Center, interactive tools to “Transform your Office,” content marketing, testimonial videos, and tools for ROI and software simulation.
“This campaign is already getting a lot of attention and traction in the space because it’s so unique,” said Jack Connelly, VP Marketing, Schick, at Sirona Dental. “The videos are entertaining, memorable and get the point across in a fun way.”