Position a small start-up that specializes in material for dentists by communicating their added value using a limited budget.
Solution by RS
Research showed that dentists had difficulty finding technicians for their practices. This led to an insight that post-sales service was key. RS defined the positioning of the start-up by focussing on their key differentiator: service. This led to the differentiating concept, 'Now quality and focus have a face'. In the second wave of the campaign, the installations were put in the picture within the defined strategy of having Robert & Christian as personal advisors. The third wave was oriented more towards the design of the materials.
Dentists responded extremely well to the campaign.
In 3 years the company has grown from 3 to 15 employees.