Connecting With Your Customer

How PGM helped ACDI Connect With Their Customers

It all ended with an apple. That's right, an apple. Our client, ACDI, wanted to attract more customers for their dental implant business. In the past, they used flyers and ads showing off their implant technology, and why it's important to get implants. Yawn. Easy enough though, right? Any cut-rate designer can spruce up an ad and call it a campaign. Who knows, it might even generate a few leads. But if we wanted to deliver powerful results for ACDI, we needed to do more. We needed to get inside the minds of their customers. Boy, were we in for a surprise...

The Set Up

In one of our interviews with the doctor, he kept going back to a story of why he still loves what he does. You see, most of his patients are seniors that end up in his office as a last resort. They are accustomed at this point to a lifestyle of not being able to eat anything hard. So after the doctor completes his dental implant treatment (which could take a year or more), he asks every patient one simple request - to take a bite out of an apple he has brought in for them.

The Reaction

All of his patients react the same way... "No way". They're so accustomed to not being able to bite into an apple, or anything hard, that it's not even a thought anymore. Yet, through coaxing, the doctor persists. "What if something breaks?" the patient will say. And the doctor would reassure them, "Better that it happens here in the office, than at home."

The Prize

So the patient cautiously bites into the apple. Chews, then takes another bite. Invariably, they smile as if they have a new found freedom. Now it's a matter of reconditioning themselves that they can, in fact, start eating just about anything. The doctor gets great pleasure sharing this experience with each and every customer.

THE PGM Ad Campaign Solution

So what kind of ad campaign did PGM come up with?

In the past, the doctor created ads showing all of the features of the implants, and his discounted costs. Just like everyone else. Boring.

Click here to see the ad ACDI used in the past.

We created over a dozen concepts for them, but one really took the prize.
We've created this design for newspapers, billboards, bus stops, and more.

See the ads that didn't make the cut.