PLEASE SMILE by Wien Nord Vienna for LOTHKA CLINIC OF DENTAL HYGIENE

PLEASE SMILE

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing
Market Austria
Agency Wien Nord Vienna
Creative Director Eduard Boehler, Edmund Hochleitner
Art Director Andreas Lierzer, Daniela Schabernak
Copywriter Sandra Pirker, Matthias Piskernik
Released April 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: LOTHKA CLINIC OF DENTAL HYGIENE
Product/Service: ORAL HYGIENE
Agency: WIEN NORD
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: WIEN NORD, Vienna, AUSTRIA
Creative Director: Eduard Boehler (Wien Nord)
Creative Director: Edmund Hochleitner (Wien Nord)
Art Director: Andreas Lierzer (Wien Nord)
Art Director: Daniela Schabernak (Wien Nord)
Copywriter: Sandra Pirker (Wien Nord)
Copywriter: Matthias Piskernik (Wien Nord)
Cartoonist: Phil Selby
Media placement: Letter - Mailing - 1 April 2009

Describe the brief/objective of the direct campaign.
Just like our mothers used to tell us: don't forget to brush your teeth. Considering this, our brief is clear: remind the Lothka Dental Clinic's patients of the importantace of dental care - and have them come in for an oral hygiene. Therefore we asked our selves: when are clean and neat teeth most important? Of course when smiling!

Explain why the creative execution was relevant to the product or service.
The mailing is not the typical commercial mailing, it doesn't try to sell something. At least not superficially. It gives the reader a fun moment – and uses a very intelligent and simple way to lead his thoughts to the advertised product.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
So, please smile. With our mailing we put a big grin on our recipients faces, we made them showing their teeth. And by that, thinking about their teeth and their dental care.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
You might argue about humour, but the success of this mailing speaks for itself: 100 sent letters were followed by 28 patients calling in for an appointment the week after. And finally they didn't only leave the clinic with a hearty but also bright smile.