DMG America

The Challenge: Depicting the USP of DMG without a PHD
DMG America’s new Honigum Pro dental impression material was engineered to exhibit variable viscosity depending upon the shear force, enabling it to capture incredibly intricate detail. Wait, what? While accurate, this description of the Unique Selling Proposition goes well beyond what most dentists (and many scientists) can comprehend. As such, we needed to create an easy-to-understand yet impactful metaphor to depict the product performance. Starting with a layman’s description of scientific properties of the product, we created the “GPS Technology” campaign. Backed by a highly detailed computer generated illustration, the campaign established Honigum Pro as the only impression material that’s guided by GPS technology.

The Result: The campaign gave DMG a strong opening, capturing both interest and awareness within the dental community.


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