There aren’t a lot of teenagers that are excited about getting braces. Straight teeth? Yes. A mouth full of metal? Not so much. Our strategy was to create a brand experience that was structured around an adventurer/wilderness feel to refocus the patient’s fear of getting braces to “surviving braces”. Similar to surviving a wilderness adventure. The outdoor theme also pays homage to the many outdoor activities Oregon has to offer.
The orthodontics wanted to simplify all the marketing material they were sending home with their patients. They asked us to create for them the dreaded tri-fold brochure. We explained to them how a) no one would read it b) you can’t cram 8 pages of stuff into a tri-fold without it looking horrible and c) they were putting too much non-essential information.
To match their brand experience of a wilderness adventure, Test Monki came up with doing a take-home survivor guide titled “How to Survive Braces”, which would be a little field guide to that contained all essential information on getting through the whole ordeal of braces. The client loved the idea and brainstormed every category they thought necessary. We then had them data dump everything they had on the subjects. After weeding through all the information, we were able to pull and write each section to cleverly explain each step of the patient’s journey throughout the process. At the end of the guide is their reward tracker where you get an embossed seal for each point earned towards prizes.
For the client, their practice is thriving, and they are now contemplating opening up a fifth location. For Test Monki, the Survivor Guide has won several design awards and we've had 3 other clients now want us to create versions for them.