CHALLENGE
Dentsply Sirona, a leading provider of dental restorative materials, was losing share in the $78 million dental cements market. An arresting and memorable campaign was needed to position the new Calibra Universal product as the standout choice for ease-of-use in practically any restoration and to drive leads through sample requests.
IDEA
A radically simple campaign theme – “It’s a Snap!” – evokes the core benefits that set Calibra Universal apart from competitors. It offers the quickest, easiest cleanup, a major concern when excess hardened cement can compromise the success of the restoration. And it’s the one simple product that works best in case after case.
Arresting and unexpected, “It’s a Snap!” is fun, memorable, yet perfectly attuned to the dentist’s clinical concerns. And the theme works seamlessly across channels and executions – engaging ads, social interactions, an informative microsite and even an unforgettable video that has viewers literally snapping their fingers.
Within the first year after launch, the campaign saw impressive results:
4,250+ sample requests
108,000+ microsite visits
55,000+ video views
40% email conversion rate
2.6 million+ Facebook impressions
3x increase in market share – and growing
