Marketing expert shows dentists how to put their message on the big screen

So he put his creative talents to use and came up with a humorous commercial to be played on the big screen before Hollywood movies.

Because the standard of quality was too expensive for an individual dentist to pay for, Rich decided to pay for it himself and license the usage rights to other dentists. The result is a campaign that has the production quality of a national commercial or movie, but available for a fraction of the cost.

“What sets this campaign apart is that it has a smart and fun creative concept that makes it easy to like the message, remember the dentist or practice name and feel a connection to the dentist,” said Rich, who named his new company, appropriately enough, Rich and Brilliant.

In the advertising campaign that runs before the feature film in local movie theaters, individual dental practices present a series of mini-movies with dramatic titles like “A Brush With Horror,” “A Brush With Greatness” and “A Brush With Romance.” Each mini-movie consists of a character from each genre simply brushing his or her teeth. The spots are tagged with the dentist’s contact information and website address.

“The audience has an incentive to visit the practice’s website for a chance to see more commercials and learn more,” Rich said. “This ‘viral marketing’ component brings the advertising campaign off the movie screens and into the homes and mobile devices of our target audience, allowing them to share the fun messages with their social network.”

Once they visit the dentist’s website, visitors can view all nine customized spots, which also include “A Brush With Adventure,” “A Brush With Fortune,” “A Brush With Crime,” “A Brush With The Law,” “A Brush With Nature” and “A Brush With Royalty.”

Rich and Brilliant also offers sheets of micro-perforated direct mailers featuring characters from the campaign that individual practices can run through the laser printer at their offices with any messages they want to promote.

It all adds up to a fully integrated campaign that will definitely get talked about.

“We’ve gotten really great feedback,” Rich said. “The movie theaters say the kids love the spots and talk about them at the candy counter, which is pretty impressive considering the ads are up against blockbuster movie trailers.”

All nine versions of the dental ad can be viewed at richandbrilliant.com.