Straumann is a global leader in implant, restorative, and regenerative dentistry, known for its innovative solutions and commitment to quality. One of its prominent brands, TeethToday, focuses on providing advanced dental implant solutions that help patients restore their smiles efficiently and effectively.
For this project, I conducted a brand analysis, competitor research, developed a strategic campaign concept, and created design assets, including an animated video and static ads for TeethToday.
The target audience is seniors in the UK with a good income.
The target audience is seniors in the UK with a good income.
Social Media Ad Creatives:
These static ads were crafted from scratch, including the concept development, photo research, copywriting, and final design.
Animated Patient Education Video
Storyboard:
The video thoughtfully maps out a transformative journey for Sarah, from recognizing her dental health issue to achieving a joyful resolution through TeethToday's services. Here's a breakdown of the concepts and narrative strategies employed throughout the script:
Emotional Engagement and Relatability
Opening Scene's Emotional Hook: The narrative begins with a compelling visual and textual moment that instantly creates an emotional connection with viewers. Sarah's frustration and sadness upon seeing her missing teeth vividly capture the distress dental issues can cause, making the story immediately relatable.
Journey and Transformation
Discovery and Initiation: The second scene shows Sarah taking proactive steps by booking a consultation with TeethToday, injecting hope and action into her story and encouraging viewers to envision themselves making similar decisions.
Personalized Support: Detailed descriptions of the concierge service in Scene 3 highlight the personalized and comprehensive support TeethToday offers, emphasizing the journey's comfort and ease.
Consultation and Clarity: Scene 4's focus on the consultation underscores the importance of expert guidance and bespoke solutions, building trust in TeethToday’s approach.
Visual Storytelling and Symbolism
Use of Infographics: Scene 3 and 5's infographics efficiently convey complex information, such as logistics and financial transparency, in an accessible format, aligning with the script’s focus on simplicity and clarity.
The Spark Motif: This visual motif, introduced in the opening scene and culminating in the closing scene, represents Sarah's inner joy and confidence. Its initial dimming and eventual bright return encapsulate the transformative effect of TeethToday’s services.
Resolution and Call to Action
Emotional Resolution: The narrative concludes with a powerful scene of Sarah revealing her new smile, enhanced by a transition to a real-life representation. This powerful moment reinforces the tangible, positive changes TeethToday can bring to patients' lives.
Direct Call to Action: The concise "Book your consultation" call to action encourages viewers to take the next step towards their transformation, inspired by Sarah’s story.
Overall, the video combines emotional storytelling with practical information, using visual symbolism and clear calls to action to guide viewers through a hopeful narrative of transformation. It positions TeethToday not just as a service provider but as a partner in the journey towards rediscovering one's spark of joy through dental health and confidence.
Script:
Scene 1. Opening Scene:
Visual: Close-up of Sarah. She opens her mouth, showing missing teeth,
then looks frustrated and sad.
then looks frustrated and sad.
Text on Screen: "A fading smile can dim your spark of joy."
Scene 2: Discovery and Hope
Visual: Sarah finding the TeethToday website and booking a consultation.
Text on Screen: "Begin your journey to a brighter smile with TeethToday."
Scene 3: The Journey Begins
Visual: Sarah receives a warm welcome from the concierge coordinator, with details about the journey laid out.
Infographics: Icons for car, clinic, and dentist with brief points: "Transportation arranged", "Top dental clinics", "Expert dentists."
Text on Screen: "Meet your concierge coordinator: Transportation, top clinics, and expert dentists, all arranged for you."
Scene 4: Consultation and Treatment Planning
Visual: Consultation with the dental specialist and treatment options discussion.
Text on Screen: "Tailored care for your smile."
Scene 5: Support Through Treatment
Visual: Coordinator helping with paperwork, visual hint at a transparent cost breakdown.
Infographics: Graphic showing a checklist with "Paperwork assistance", "Insurance coordination", and "Cost clarity."
Scene 6. Closing Scene: The Spark Returns
Visual: Sarah revealing her new smile, with the spark brightly returning. Sarah smiling confidently.
Text on Screen: "Reignite the joy that begins with your smile."
Final Call to Action
Visual: The TeethToday logo appears, inviting viewers to start their own journey.
Text on Screen: "Book your consultation."
Competitors analysis:
TeethToday brand analysis:
