challenge
In 2006, we were asked to implement together with Edelman Polska agency a pioneering internet project for Wrigley Poland - www.orbitek.pl. The objectives were daring indeed. We were not only to inform the internet users about the large-scale educational actions, for instance the one on the hygiene of oral cavity conducted at schools all over the country, but also to encourage dental clinics to cooperate and, last but not least, to get the children to play the game.
The project was related to the Wrigley Oral Healthcare Programme, promoted in Poland by the Polish Stomatological Association [Polskie Towarzystwo Stomatologiczne]. Its aim was first of all at to inform the pupils aged 7 to 9 how to clean their teeth properly. This is why the main character of the campaign, Orbitek, was driving around Poland in his Dentibus to educate children on the rules of dental hygiene.
methods
Since our target group was large and diversified, we had decided to launch 4 sites: for children, parents, shools, and dentists. For their common denominator we chose Orbitek, a super-hero fighting for healthy teeth of us all.
For children, we designed an inspiring Orbitek-land full of fun, laughable interactive games, and comic strips. The design was based on Orbitek’s comprehensive visual identification we had created, from the logotype to the animated cartoon-like world. On his way, Orbitek meets a whole pack of dangerous bacteria as well as his two most pwerful enemies - Acid Shark Professor Evil. Owing to his supernatural skills Orbitek manages to save children’s teeth from cavities.
For dentists, we organised child-friendly Dental Clinic programme: a unique action - for the first time in Poland ever. We sent a number of invitations to participate in our programme to the dentists around the whole country. They could accept them via the website that allowed as well to indicate what tools and tricks are used in the clinic’s daily operation to make a visit to the dentist more children-friendly.
For parents, in turn, we prepared an online database of child-friendly Dental Clinics, so that they could locate easily the ones close to them as well as get to know the basics of proper dental hygiene for children.
By means of an online application form, the shools could enlist as the participants in the Dentibus programme, as well as download educational materials about oral cavity hygiene for kids to be used by teachers in class.
results
Throughout the campaign, the site was extremely popular. The number of visits generated by more than 500 000 users amounted to about 6 500 000.
Almost 700 dental clinics joined the Child-friendly Dental Clinic action, while about 2100 schools - the Dentibus programme.
What is also important, we had positioned the site in the Google search engine, so that our portal appeares as the first on the screen when 20 key words referring to dental care are searched.
