Philips put their money where their mouth is and sent a mailing that contained a sample product to 4,000 dentists across Europe. The mailing celebrated Sonicare’s unbeatable speed and efficiency – its ‘dental records’.Inside we recreated all of the paperwork that dentists are familiar with. The letter became a treatment report; how the product works was revealed in an X-ray and the oral health benefits were listed on the dental file. In order to make it as authentic as possible we even went as far as asking an Account Executive’s father, who is a dentist, to ‘shoot’ the X-ray image.

The mailing created an impressive response with dentists describing the product as excellent and over 30% of them said that they would recommend the Philips Sonicare to their patients.