Dentist Direct appoints Guerilla for integrated campaign


By The Drum Team, Editorial

October 24, 2012 | 2 min read

Dentistry practice, Dentist Direct, has selected Guerilla to create its new integrated advertising campaign.

Having launched its first practice in Colchester earlier this year, Dentist Direct’s marketing campaign aims to drive enquiries to the practice as well as promote its new technologies and convenient appointment slots.

The campaign, targeted around the practice in Colchester, includes outdoor media, bus advertising, press inserts and adverts, radio and a direct mail door-drop to 30,000 households.

“When the team at Guerilla presented their ideas to us we were blown away and knew that we had to run the campaign,” commented Sarah Purvis, marketing director at Dentist Direct. “We can’t wait to see the results in Colchester and with a new practice planned in Milton Keynes for later in the year we can't wait to roll this out as we grow.”

Group account director of Guerilla, Dan Appleby, added: “We started with a universal truth that people don’t like going to the dentist. It won’t surprise anyone to know that four out of five people admit to having some level of anxiety about going to the dentist.

“The team at Dentist Direct didn’t like going either so they changed the experience. That clear proposition led to the idea of the dentist for people who don’t like the dentist. By using stark, clinical photography, the creative team at Guerilla have dramatised that feeling of dental anxiety and then resolved it with bold, uncompromising headlines. It was a great brief to work on and we’re confident that the campaign is going to work well.”

Content created with:

Guerilla Communications

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