The Campaign

DENTALPRO has a unique service of exchanging sizes for interdental brushes free of charge, even after trying the product, to make sure every user is satisfied. They wished to convey this information and unique selling point to their customers in an entertaining way that people would want to listen to.

Creative Execution

The explainer video was spread online on YouTube as well as social media channels, providing people with information when they look up interdental brushes. The video was also shown on large screens during a trade show at the DENTALPRO booth, increasing people’s interest in its content. The rest of the booth was also designed featuring characters and illustrations from the video, making it stand out among the competition.

According to viewer feedback, 92,8% of viewers found the video very easy to understand and 64,3% responded, that they now want to try using a Dentalpro interdental brush. The market share of Dentalpro is now at 106% of last year and analysis has shown that this campaign contributed to increased sales. Fruthermore, the interdental brush shipment results have been growing to 115% compared with last year.

The entered work is relevant for Branded Content & Entertainment, because it combines facts concerning medical issues and their prevention by the brands products, but the chosen medium of an explainer video provides the factor of entertainment for the viewer. The otherwise unentertaining content is conveyed in a way that is perceived as enjoyable and thus accesses its target audience easier.

DENTALPRO decided to transform the information they wanted to convey into an explainer video. By using simple black and white illustrations and two hands to emphasize the information provided through narration, their unique points stand out clearly and are carried to the consumer in an entertaining way.