We are still in a pandemic where we have to be careful. For this reason, many people avoid going to the doctor and dentist out of fear of infection. According to the DGDH, one in four Germans only went irregularly for dental prophylaxis before Corona, and in 2020 this number rose again. The concern of being infected with Covid-19 during dental treatment is unfounded. Dental practices have always implemented strict hygiene guidelines and, in times of corona, ensure safe treatment with even more stringent rules and improved concepts.
With its current campaign, the DGDH wants to counteract the decline in visits to the dentist. In order to wake people from their stay-at-home rigidity, attention-grabbing and humorous communication was required. The concept and implementation come from Wefra Life Solutions. The key visuals are “lazy teeth” banging around in front of the television – a metaphor for patients who can barely break away from the sofa at home in lockdown and who avoid visiting the dentist out of fear, but also out of convenience.
The special thing about the campaign are two sympathetic 3D cartoon tooth figures: first illustrated and then digitally built by 3D specialist Victor Titanu. With their help, the DGDH manages to address a serious topic in an entertaining and humorous way. The Snapchat filter “Say aaah” was developed especially for the campaign. This shows in a surprising way what happens if you neglect your dental health: If the user opens his mouth in front of the camera, a flock of flies comes out of it. The original tool is intended to arouse interest and increase awareness of one’s own oral health.
The end users are made aware of the campaign via high-reach media. Readers of, for example, “Fit For Fun”, “Focus”, “Cinema” or “Freund” see each other face to face with their potentially “rotten” teeth. In addition to the call to the dental hygienist, the ads also contain the SnapCode, which leads to the appropriate Snapchat filter.
The specialist target groups are also made aware of the campaign. For this purpose, animated banners were created that catapult a rotten tooth directly from an armchair onto a treatment chair. The users are forwarded directly to the DGDH website via a link. Wefra Life Media and Wefra Life Mediaplus provided support with media planning.
–
