Monster Marketing Meets Dental Hygiene: Two Film Giants Go for Teeth Cleaning in Digital Campaign

Dental hygiene is generally perceived as a sober topic that offers little room for emotional appeal. Innovationskasse faced the task of effectively communicating the high subsidy for professional teeth cleaning – without falling into didactic or tedious patterns.

The core challenge:

• Transform a factual health topic into a memorable message
• Reach the target audience without a patronizing tone
• Connect the functional added value of the offer with emotional relevance
• Position the brand in an environment where insurance benefits are often perceived as interchangeable

What was needed was an approach that combines rational service communication with high attention impact while remaining sustainably anchored in the target audience's memory.

The solution was based on an unconventional creative approach that linked current pop culture with the insurance offer. Instead of operating with rational arguments, we relied on humorous demonstration of the effects of professional dental care.

The creative mechanics:

We drew inspiration from current monster films and created two portraits based on the iconic figures King Kong and Godzilla – with one crucial difference: well-maintained teeth that gave the characters a surprising image boost. The headline-subline combination "Makes you much more likeable. Up to 250 euros for your blockbuster-worthy teeth cleaning" cleverly connected pop culture reference with clear service communication. We launched this message with a targeted digital campaign on Instagram and Facebook, as well as through Google Display Ads.

The strategic principles:

1. Unexpected perspective: Transformation of a sober health topic into entertainment content
2. Cultural connectivity: Use of current film phenomena as attention anchors
3. Humorous demonstration: Visualization of effects instead of verbal instruction
4. Clear call-to-action: Direct reference to the specific service with maximum creative freedom

By combining likeable humor with unambiguous benefit communication, we succeeded in emotionally charging the topic of dental hygiene without neglecting factual information.

The campaign on Instagram, Facebook and Google achieved impressive success on multiple levels, proving that creative excellence and measurable performance are not contradictory:

Digital Performance:

• Sensational click rates with significantly above-average engagement rates
• High involvement of the target audience across all digital touchpoints

International Industry Awards:

Our creative achievement was recognized by renowned juries:

• Lisbon International Health Festival 2024: Shortlist in the category "Corporate Image and Insurance – Craft"
• German Brand Award 2025: Winner in the category "Excellence in Brand Strategy and Creation – Brand Communication – Digital Campaign" + Winner in the category "Excellence in Brand Strategy and Creation – Lighthouse Project of the Year"
• German Design Award 2026: Winner in the category "Excellent Communications Design – Integrated Campaigns and Advertising"

Innovationskasse benefitted from a campaign that not only performed functionally but was also established as a creative lighthouse project in insurance communication – a truly blockbuster-worthy track record.