Hawthorne Direct, a full- service Brand Response advertising agency, has created a new TV commercial and several branded videos for its client, :DentalPlans, to support the launch of their new brand. The campaign reflects the company's focus on customer engagement and a healthy smile for everyone. :DentalPlans has successfully evolved as the largest dental savings plan marketplace, being named to the Inc. 5000 list the past three years running.
The new communication strategy is the result of an intensive creative and customer insight research process performed by :DentalPlans over the past year. In addition to the new TV commercials and videos, a new logo, tagline, iconography, and messaging created by :DentalPlans will appear across all customer experience platforms, including the company's new website, membership cards, digital and social media channels.
"This new campaign will help us communicate the best-in-class experience that our members enjoy," states Bob Harris, chief executive officer of :DentalPlans. "Through our new messaging, :DentalPlans is looking to convey the peace of mind that comes when oral care is affordable and accessible to everyone. Our new online experience to purchase dental savings plans has never been simpler. And it's all backed by our :DP AtYourServivce(tm) team, who helps customers find the best plan for their specific needs, and ensures they have the tools necessary to lead healthier, happier lives. Our positioning says it all, 'We've got you covered.'"
"The challenge of helping a company communicate their offerings while driving response is one that our team at Hawthorne excels at," states John Pucci, chief creative officer at Hawthorne Direct. "This endeavor was made much more rewarding by the willingness of the :DentalPlans team to work closely with us as an active, engaged partner. Our goal here was to develop a contemporary TV campaign that would bring new life to the :DentalPlans brand. The commercials were created to be simple and uplifting. The look, feel and tone of the new brand are translated across all of the commercials and videos that Hawthorne created."
:DentalPlans has grown significantly over the past several years. As a trusted market leader, :DentalPlans seeks to maximize its impact on the healthcare marketplace.
About Hawthorne Direct
Hawthorne is a full-service Brand Response Ad Agency that delivers optimum ROI and builds brands by efficiently connecting clients with their most valuable customers. The agency specializes in industry leading analytics, strategic planning, creative development, production, multi-channel media planning, buying and campaign management. Independent and privately owned, Hawthorne pioneered the Direct Response industry nearly 30 years ago and has continued this tradition of breakthrough innovations with Brand Response creative and media that is derived from the agency's proprietary analytics system, Catapult. Hawthorne consistently delivers Accountable Advertising that delivers optimum ROI for its clients.
Hawthorne has developed successful award-winning campaigns for brands such as 3M, Audible, Armor All, Brother, Bose, Black & Decker, Carbonite, Gerber, Hamilton Beach, L'Oreal, Pella, Remington, SanDisk, Transamerica, United Healthcare, and more. Headquartered in Los Angeles, the agency was founded in 1986 by Timothy R. Hawthorne, who serves as Chairman. Today, Jessica Hawthorne-Castro holds the post of CEO. For more information, please visit www.hawthornedirect.com and LinkedIn.
About :DentalPlans
:DentalPlans has successfully been operating as a private exchange since 1999, as the largest dental savings plan marketplace. Similar to a membership at a warehouse club, consumers pay an annual fee and get access to reduced rates on dental services and cosmetic dentistry and orthodontia, as well as vision and pharmacy. Members can choose from more than 40 different plans from trusted healthcare brands, like Aetna, Careington, Signature Wellness, and UNI-CARE, and have access to more than 100,000 dentists in combined networks nationwide.
:DentalPlans has affordable plans to fit any need and budget. And, depending on the plan one chooses, consumers save 10 to 60 percent off services. Visitors of DentalPlans.com can compare plans by ZIP code or procedure, view sample savings and find a nearby dentist. :DentalPlans is committed to making their customers smile, by making access to quality oral healthcare affordable and available to everyone nationwide. It's one of the reasons the company has been on the Inc. 5000 list, three years standing.
