Align Technology Inc, San Jose, Calif, has received the Excellence in Integrated Digital Communication award for its 2013 consumer campaign, “Smile and the Whole World Smiles With You.” The company was recognized at the 2014 Communique Awards on July 3, 2014, in London.
The Communiqué program is specifically designed to recognize and commend excellence and best practice in British, European, and international healthcare communications.
The Invisalign Smile campaign ran across key markets in Europe, where a mix of appointment-to-view television programming on digital channels was sponsored with integrated digital direct response, social media paid advertising, social media community activation programs, Pay Per Click, and digital innovations such as Zeebox in the United Kingdom and use of the new Twitter Card lead generation functionality. According to the company, this strategic approach was designed to get more target consumers to ask for Invisalign treatment at dental practitioners and leveraged an integrated consumer marketing campaign that engaged and motivated people with problem teeth to start Invisalign treatment.
“The Invisalign Smile campaign had a significant impact, including driving prompted brand awareness for Invisalign and achieving 30% growth for Invisalign lnfo Kit downloads and Find an Invisalign Provider searches,” said Raphael Pascaud, Align Technology, vice president, international. “Our social media community grew a phenomenal 140% (2.5X) year on year and the Smile campaign helped to impact our total business objective by increasing Invisalign case submissions.”
Commenting on Align’s win, the Communique Judges said, “The beauty of this campaign is its demonstration of what could be achieved outside standard pharma practice. It was a paradigm in terms of its integration of carefully chosen, appropriate channels and had digital at its heart. It’s also very in-sync with where the industry is going to have to go in terms of the breadth and connectivity of different communications channels.”
The “Smile and the Whole World Smiles With You” campaign for Invisalign was developed by Doner, Doner Media and The 7 Stars.