The Smile Spa Venture Into TV

The Challenge 

The Smile Spa is a national award-winning private dental practice but wanted a greater  comprehensive range of dental treatments including full smile makeovers and facial aesthetics. Previously all its advertising had been on local press and radio. The company's objectives were to raise the profile of The Smile Spa and to drive phone and online enquiries.

The Idea 

The campaign ran on ITV1 Tyne Tees Bilsdale for three weeks in march, with 35 spots targeting adults. They were placed across daytime and peak spots featuring in programmes relevant to the target audience such as This Morning, Loose Women, House Gift and Emmerdale.  

The Results

The ad was seen at least once by 49% of adults in the area (362,000 adults) and it was seen at least four times by 19% of the area (140,000 adults)

The ad had a great impact with The Smile Spa receiving enquiries within minutes of the first ad airing and enquiries up to three weeks after the campaign had finished. Website traffic for the month increased by 100% with web traffic on the first day of advertising increasing by 400%!

Enquiries for the month doubled. 20% of people who enquired already signed up for a treatment (the average take up time is usually three months).

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    Increase in the monthly traffic to website