Goal
Video is a key element of a new client acquisition campaign. It aims to communicate the benefits of an initial check-up at Denticon – free, professional and with an emphasis on a long-term approach to dental health.
The campaign will deploy multiple cut versions – a longer 60-second version and a short 15-second version will both be used on YouTube, as well as in online ads and on social media. Each format is optimised for a specific setting and purpose – from generating interest to persuading action.
Solution
The video is based on the direct speech of an experienced doctor, whose empathetic demeanour is complemented by illustrative footage from the clinic environment. There is no shortage of “free” benefits or the key elements of Denticon’s branding – precision, trust, quality.
The format is short, clear and adapted for advertising communication.
YouTube campaign
Skippable in-stream ads
The length of this format is not strictly limited (it can be a few minutes), but up to 3 minutes is recommended to be effective.
After 5 seconds, the viewer can skip the ad. This full length is also added to the denticon website (the “Admissions Tour” event page).
Non-skippable in-stream ads
Maximum length 15 or 20 seconds (depending on region – in the EU usually 15 seconds). The viewer must watch them in full.
Bumper ads
Quick, punchy ads to increase brand awareness.
