Cannes Lions

CHILD DENTAL HEALTH AWARENESS

LEO BURNETT FRANKFURT, Frankfurt / ORTHODONTIST DR. RATHENOW / 2007

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Overview

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Credits

Overview

Execution

In Germany, advertising for doctors is subject to strict restrictions. You are not allowed to run print ads, TV or radio commercials. But, legally speaking, giving away little gifts or business cards is perfectly okay. So we searched for a remarkable item, which we found in the specially designed pacifiers. Promoters handed them out to parents of small children in the doctor’s hometown. The pacifiers gave the parents a funny, but very remarkable impression of how their kids could look with uncorrected teeth. The doctor’s business card was attached to the pacifiers.

Outcome

100 pacifiers with the doctor’s business cards attached were handed out. Within the next week 19 parents called and asked for an appointment to have their kid’s teeth checked. In a long term the promotion gave the doctor the image of a friendly, humorous person– which is very good, since most kids are really scared of dentists and orthodontists.

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