Notch creates viral campaign for Straumann
The Zurich agency was able to prevail in a pitch and is now promoting a product innovation from Straumann with a "fabulously" exciting online film.
The film is based on the Arthurian legend. For those who only remember darkly: the legendary sword Excalibur had been driven through a stone by the wizard Merlin and could only be pulled out again by the true future ruler. After many nobles and knights had failed in this task, Arthur mastered it with flying colors, which made him the rightful king.
In their version of "King Arthur," the creatives from Notch Interactive work with the classic elements of a fantasy film: a mystically dark atmosphere, charismatic protagonists and dramatic, specially composed music. But at the end, the film takes a surprising turn: Not even Arthur can pull the sword out of the stone. It is stuck - just like a Straumann implant is stuck in the jaw.
This punch line is intended to communicate to the target group, dentists and dental technicians, the exceptional quality of Straumann implants made of the innovative material Roxolid. This patented titanium-zirconium compound is said to be more stable than pure titanium and to shorten the healing process.
To optimally reach the target group, Notch Interactive developed an international online/seeding strategy for various social media channels. King Arthur" will be rolled out in the USA at the beginning of 2016, with other countries to follow in the course of the spring. The film can be seen exclusively in digital media and relies on a high viral effect.
Responsible at Notch Interactive: Peter A. van der Touw (overall responsibility), Jeff Gerber (Executive Creative Director), Martin Stauch (Senior Art Director), Marcel Vogt (Group Account Director), Paola Gächter (Consultant/Project Manager). Music composition: Jingle Jungle. Production: Zeitsprung Commercial.
