Hometown London

Core disciplines: Advertising/Creative, Brand strategy, Innovation/NPD/Service Design


Creating huge social buzz amongst mums.

An animated film following the tale of the Tooth Fairy, and encouraged parents to visit a dedicated microsite to create their own personalised version using their child’s name and photo.

Did it work?

Two months into the campaign, over 850,000 people have viewed the film on YouTube and over 35,000 personalised films have been made and shared. Early research results show significant increase in awareness of Bupa Dental Centres and a significant shift in perception that the brand is warm (+3.5%), modern (9.2%) and caring (9.9%)


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