Aspen Dental – Tooth Fairy

CHALLENGE
How do we get people to go to the dentist in a time when dental care is extremely expensive and a lot of people are afraid to find out how bad their mouth really may be?

SOLUTION
We partnered with Danica Patrick, a very well known person to the majority of our target market to let them know that finding quality dental care is easier and much more affordable than you think.

EXECUTION
Whatever it took to get someone to go to the dentist we did it. We sent Danica to a real restaurant in Charlotte, NC to ask people about the last time they went to the dentist and to give them incentive to go, now, by booking them an appointment at their table. We also called in one of her own team members, Tony Stewart, for help. We had Tony dress up as a tooth fairy and go around the Talladega Nascar race asking people what it would take to get them to go…and we delivered. The catch? They had to get in a helicopter right then and go with us to get a check up.

Agency:
Crispin Porter + Bogusky

Teammate:
Chris Potts, CW