Case: Dental crown manufactured in the milling machine

When not only a product is to be launched, but a new, hesitant target group is to be reached...

...then we orchestrate the international launch not only in the usual big and visually stunning way, but also emotionally and surprisingly honestly.

Client

Dentsply Sirona

Our services

Campaign Film

Social Media Campaign

Print Camapaign

Launch Event

How do you reach a target group that has already emotionally turned away from the brand years ago?

While users are enthusiastic throughout, a broad group of non-users remains skeptical. Prejudices circulate, but so do real barriers to entry. How do you reach a target group that has already emotionally turned away from the brand years ago?

First, we analyzed hundreds of data sets to better understand the brand and target group.

We defined personas and then developed a multi-level model to communicate specifically to both CEREC believers and considerers.

Addressing & overcoming the considerers' fears

In the campaign film, "Now is the time," we talk about the worries and fears we all know about significant decision moments in our lives, but also about the tingles and positive energy that come with starting a new chapter.

The campaign film is extended through an extensive social media campaign, as well as print ads and more in-depth material for events. This new and more honest communication gives the considerers a reason to rethink their defensive attitude and engage in CEREC again.

Pure enthusiasm at the launch event

The product film "Excellence made easy", which takes center stage at the event, not only impressively presents the product's features but also brims with pride and enthusiasm: Daniel Prime's Vivaldi concert with CEREC Primemill as star soloist.

More than 3,000 CEREC Primemill units sold in a challenging year 2020 with the Covid pandemic.

A tightly interlinked campaign, which has carried away sales, key opinion leaders and customers from the product revealing to the social media campaign, with an emotional response rarely seen in the dental industry.

Curious?
Let's talk.

Wojtek Misiewicz,
Business partner

w.misiewicz@lingner.com

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When not only a product is to be launched, but a new, hesitant target group is to be reached...

How do you reach a target group that has already emotionally turned away from the brand years ago?

First, we analyzed hundreds of data sets to better understand the brand and target group.

Insights

Addressing & overcoming the considerers' fears

Pure enthusiasm at the launch event

What our customer says

"Fireworks that absolutely blew our customers away."

More than 3,000 CEREC Primemill units sold in a challenging year 2020 with the Covid pandemic.

Curious?
Let's talk.

You might also be interested in

When not only a product is to be launched, but a new, hesitant target group is to be reached...

How do you reach a target group that has already emotionally turned away from the brand years ago?

First, we analyzed hundreds of data sets to better understand the brand and target group.

Insights

Addressing & overcoming the considerers' fears

Pure enthusiasm at the launch event

What our customer says

"Fireworks that absolutely blew our customers away."

More than 3,000 CEREC Primemill units sold in a challenging year 2020 with the Covid pandemic.

Curious?Let's talk.

You might also be interested in

Curious?
Let's talk.