Notch Interactive: Viral campaign for Straumann

A daredevil stunt in a one-shot recording highlights Straumann's high quality standards: CEO Marco Gadola has complete confidence in his own products - and risks his neck to prove it. The making-of proves the authenticity of the video.

Some third-party suppliers copy Straumann prosthetic components and claim that their products are "compatible" with the original Straumann products. However, the imitators do not know the exact production specifications of the Straumann parts; these are protected intellectual property of Straumann. "Compatible" is not the same as original; because if the connection between the implant and the abutment is imprecise, this may increase the risk of clinical complications. Long-term scientific data support the clinical performance of original Straumann prosthetic components.

For Straumann, Notch Interactive created a viral campaign that communicates the high product quality of the Straumann Implant System to dental professionals and creates awareness of the risks that can result from the use of non-original abutments. Copycat abutments are used to keep the initial cost of implant treatment low. Often, the patient is not adequately informed about this fact and about possible consequences. In some cases, not even the treating dentist knows that the dental laboratory has been working with imitation products. The Straumann campaign addresses this and clearly communicates the importance of original Straumann components. Notch Interactive also developed an online seeding strategy for various social media channels to ensure that the campaign reached its target group.

Straumann is a global leader in implant-based, restorative and regenerative dentistry with more than 60 years of history. Thanks to continuous research and its passion for quality, Straumann is making a decisive contribution to increasing clinical success rates and enhancing safety in dental implantology.

Responsible at Institut Straumann: Dominik Schneider (Global Social Media Manager), Eva Ganter (Global Customer Solutions Manager), Hans-Jürgen Dauelsberg (Group Leader Global PM Prosthetics). Responsible at Notch Interactive: Peter A. van der Touw (Overall Responsibility), Jeff Gerber (Creative Director), Stefan Schäfer (Consulting Director), Paola D'Ambrosio (Consultant/Project Manager), Martin Stauch (Art Director), Jack Benz (Designer), Juan Colmenero (Senior Content Strategist). Responsible at Zeitsprung Commercial: Selim Sevinc (Executive Producer & Managing Director), Pascal Heiduk (Director).