Discus Dental, the world's #1 developer of tooth whitening products and technologies for the professional dental community, is launching its first ever national consumer TV advertising campaign this week. This brand building, direct response TV campaign, created and produced by Donat/Wald, will promote Zoom!(TM). Zoom!(TM) is a revolutionary new tooth whitening technology administered in the dentist's office, which whitens teeth an average of eight shades in about an hour.
The Zoom!(TM) campaign consists of three :30 television commercials and three :60 radio commercials that will be running through the end of 2002. The TV spots will air on cable networks such as E!, VH1, Family Network, Style, Learning Channel and Direct TV with targeted local buys in top DMAs. The Zoom!(TM) campaign is designed to drive consumers to dentists. When consumers respond by calling the 1(800) number, they reach the Discus Dental call center, where they are either directly connected with a Zoom!(TM) dental office or given the contact information of local Zoom!(TM).
This national TV campaign was based on test market results, which were extremely successful, according to industry standards. Over the course of the four-week test in Atlanta, Chicago, Los Angeles and West Palm Beach, the cost per qualified lead dropped by 50%, beating the optimistic forecast of the test market projections. Additionally, the Zoom!(TM) print campaign recently concluded a successful test in eight local markets and will begin its rollout phase later this month.
"The Zoom!(TM) test campaign yielded killer results, especially considering there was no brand awareness before the campaigns," commented Jim Roth, Discus Dental's Director of Marketing, Whitening Division. "The test campaign showed us where to make adjustments in the creative mix, as well as what days and day parts performed best. We expect the national rollout to be phenomenal."
"We saw very favorable trending from our test campaigns," remarked Lucas Donat, President of Donat/Wald. "In other words, we expect the cost per qualified lead to continue to drop once the built-in efficiencies of a national buy kick in."
The upbeat, stylish look and feel of the spots reflect Discus Dental's unique brand positioning within its own industry. Unlike other dental products companies, Discus Dental's brands are reflective of the Health and Beauty Aids sector rather than the dental industry. For example, the company has taken inherently business-to-business tooth whitening products, made them consumer friendly and packaged them like upscale department store cosmetics.
This approach has been largely due to the influence of the company's President/CEO Robert Hayman, who contributed to the success of nGiorgio(R) Beverly Hills Perfume.
