About:
A dental articulator is a device that records the way a person’s jaw moves and how their teeth interlock (occlusion). Because a dentist’s patient is not present when a dental technician is fabricating a restoration, the articulator becomes a vital communication tool between the laboratory and the dental office in making sure the restoration fits and functions properly. Jensen Dental is the exclusive North American distributor of the Artex® Articulation system.
THE CHALLENGE:
Trumpet the Upgrade!
A new and improved Artex® Carbon Articulator line was being introduced, and Jensen Dental’s first challenge was that they needed to get the word out quickly to leverage the articulator’s lightweight, ergonomic, and attractive design as an improvement over existing articulators on the market; even over the previous Artex® generation.
The second challenge was to convince current owners of Artex® Articulators why they should upgrade their current device to the Artex® Carbon version.
THE SOLUTION:
Larger Than Life!
I wanted to trumpet the line boldly and build upon its superior design and attractiveness through a full-page advertisement to run in monthly industry publications.
My approach visually was to give the articulators a ‘larger than life’ appearance. To achieve this I first lined up the four new Artex® Carbon devices and photographed them from a low vantage point. Then I used clean lines and bullet points to combine an attractive layout with the new product. With this solution, I was able to lead the reader’s eye directly to the features and benefits and get my point across quickly and effectively.
THE RESULT:
The advertisement went on to generate phone calls from both current and prospective customers during its initial run in major industry publications, bringing in a large return on investment. The advertisement became a launching pad for pieces of literature using the same photography.
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