LOS ANGELES, Dec. 15, 2015 /PRNewswire/ — Hawthorne Direct, the leader in brand response advertising, today announced that the company recently rolled out a new brand response TV campaign for :DentalPlans, a company dedicated to making quality dental care affordable nationwide. The family-oriented campaign was designed to communicate the value :DentalPlans delivers, including access to high-quality dental care for 10-60% off the cost of standard fees.
The spot, which ran on national cable channels, illustrates the need for dental care options for planned events like checkups and braces, as well as unplanned care for cavities and dental emergencies. Appealing to the “super moms” who typically handle family dental care needs, the 60-second spot showcases two families, bringing them together as the story unfolds while conveying the message that :DentalPlans is the “best-kept secret for the best-kept smiles.”
The spot powerfully communicates :DentalPlans’ central brand promise, building credibility with a reference to the one million smiles already protected and raising awareness with an overview of the benefits :DentalPlans offers, which include savings from 10% to 60% on dental bills and the ability to join today and see a dentist tomorrow. To build trust, the spot highlights the 30-day money-back guarantee, as well as the :DP At Your ServiceTM Team, a dedicated group at :DentalPlans that helps members find the plan that best meets their family needs and budget.
“:DentalPlans is already a market leader in the dental savings plan space, and previous campaigns employed a more traditional approach to communicating plan features and benefits through a spokesperson,” said Neil Klayman, Associate Creative Director and Lead Writer at Hawthorne. “The latest campaign was designed to pack more emotional punch by emphasizing our super moms’ commitment to ensuring their families are covered for all types of dental needs, while managing the household budget with an affordable, quality plan.”
Hawthorne Chief Creative Officer John Pucci led the project, working with Klayman as well as Bill Aitchison, Senior Art Director; Craig Barker, Director/Director of Photography; Neil Gabriel, Executive Producer; Stephen Farnsworth, Line Producer; Mark Ratner, Account Director; and August Tesfasilase Garrity, Senior Account Executive. The Hawthorne team worked closely with :DentalPlans’ Bill Chase, Vice President, Marketing and Tiffany Tibbets, Senior Brand Manager.
“Moms and dads want to make sure their families have access to affordable dental care,” said :DentalPlans’ CEO Bob Harris. “Our site and our :DP At Your ServiceTM Team provide customers with all the information they need to make the right decision and get the protection they need at a cost that won’t break the bank. The Hawthorne spot connects with consumers on an emotional level so more people will know this great option is out there.”
With more than 25 years of accountable advertising experience, Hawthorne has successfully led over 1,000 campaigns for some of the world’s top brands, skillfully managing $200 million in direct TV billings. The company’s broad experience gives it the strategic and tactical knowledge to improve awareness and drive sales. Hawthorne engages, informs and persuades customers, driving significant market share growth and delivering value by combining creative services with data science. Learn more at www.hawthornedirect.com. To find out more about :DentalPlans, please visit www.dentalplans.com.
About Hawthorne Direct:
Hawthorne Direct is a leading technology-based advertising agency specializing in analytics and accountable brand campaigns for 30-years. As a full-service agency, the agency is deeply integrated into all aspects of campaign development, execution and management addressing the following key functions: Strategic Planning; Creative Development; Cost-effective Production; Media Planning, Buying and Performance Analytics; and Hands-on Campaign Management. The agency combines persuasive brand messaging with best-in-class analytics to create accountable, high- performing advertising campaigns.
Hawthorne helps brands to efficiently reach targeted consumers, improve cost per acquisition, optimize customer lifetime value and drive consumer response to key retail outlets. Leveraging its rich history in data and analytics, the agency is uniquely positioned to offer integrated campaign solutions that can be transformative for its clients. Comprehensive integrated solutions encompass creative, media, digital and mobile services. Hawthorne maintains brand integrity while leveraging propriety performance analytics software to ensure optimal campaign results. The agency has developed successful award-winning campaigns for an expansive base of Fortune 500 brands.
Please visit www.hawthornedirect.com and http://www.linkedin.com/company/hawthorne-direct for more information.
:DentalPlans, founded in 1999, is a leading dental and health savings marketplace in the U.S., helping more than a million people to affordably access quality healthcare services. Our mission is to empower consumers with the tools, information, resources and services that they need to live happier, healthier lives. Our independent research – the :DP SmileMeterTM and :DP SmileIndexTM – provides a unique look into the consumer healthcare market. We offer user-friendly access to dental and health plans, online comparison tools to help consumers save on their health care costs, and our :DP AtYourServiceTM support team that leaves no question unanswered. For more information, visit us at www.dentalplans.com and find us on Facebook, Twitter, Pinterest and YouTube.