E-Dentist is an educational series consisting of 14 episodes shot in real settings with real dentists. The project was executed for the Orbit brand and published on the www.orbitklub.cz website. It is a non-traditional long-term tool communicating the brand and its benefits towards the public and experts. The project provides suitable bonding between the brand's multimedia communication with on-line communication and traditional PR tools and was fully developed and executed by AMI Communications.
Detailed description, including strategy:
The project was to provide the client with a long-term communication tool. There was a lack of public awareness of the subject of dental hygiene and even experts admitted a lack of supporting materials for their patients. Adopting this topic, we filled an empty "communication space", and at the same time, provided experts with comprehensive educational material making an elegant reference to the Orbit brand. It included e-learning, which is attractive for the public, and a DVD for dentists and their patients in waiting rooms.
The first execution phase included cooperation with the Czech Academy of Aesthetic Dentistry in the role of an expert guarantor, and making of the 14-episode series in the setting of a real dental clinic. Actors/experts, a dentist, dental hygienist and the series presenter appeared in the individual sequels. The story was accompanied by 3D animations as well. The series was prepared for DVD.
The activities targeted at journalists included a press conference with a celebrity, at which the DVD was officially launched. During the event the journalists were informed about the status of dental hygiene in the Czech Republic, referring to the Orbit Club surveys, and the film series was introduced as a reliable source of information and a dental hygiene educational tool.
The strategy also included activities targeting the public and experts including media coverage of the E-Dentist project - exclusive media cooperation (Internet versions to get more hits on the Orbit Club website), interviews and citations of experts, on-line chats with experts, a dentist clinic and professional articles.
The communication continues in 2010: e.g. questionnaires for dentists and the public that have demonstrated increasing awareness of the Orbit Club and dental hygiene, press conferences and targeted communication with dental specialists.
During the course of 2009, there were 107 media outputs generated within a wide range of media (news, regional, lifestyle and family media, tabloids, etc.). Another important outcome was the increase in the number of visitors to the Orbit Club website by more than 100%, and the client's satisfaction with the agency's work on this extensive project requiring demanding production.