In late 2021, ClearCorrect was turning a corner. For the first time in years, we had several major releases to inform customers about, and a large salesforce that needed to get up to speed in order to help. The creative and marketing team organized a remote sales event for some 600+ sales and marketing team members, dedicated to sharing our messaging and strategy for the upcoming year and beyond.
The Creative Team was called upon to create materials that would signal a real change from the way things had been at ClearCorrect up to that point. Our campaign centered around boldness and adventure, because our products allowed customers to run their dental practices with more confidence than ever before. And, most importantly, they could be confident because ClearCorrect would be their constant companion, every step of the way.
Primary deliverables for this project included a landing page for registrations, a branded virtual meeting space, an opening-day video, three product teaser videos, and video training presentations for each product, filmed on-site in our studio.
After more than a decade of gathering best practices, developing training courses and webinars, and building educational tools for clinicians, ClearCorrect had amassed a stunning amount of training and education content. In fact, we were a leader in the industry when it came to free educational tools and materials—but all of it was scattered and a bit disjointed. Ortho Campus brought all of our education experiences under one banner, and provided context and messaging for each of them that was clear and compelling.
Years of research led to a huge leap forward in ClearCorrect's aligner material. This new material was more comfortable and maintained its shape better, which leads to more reliable tooth movement. Working with a new 3D artist, we developed a new style to represent these new aligners, then scripted and storyboarded this new commercial.
With the Treat Boldly campaign, ClearCorrect showed that under Straumann Group, it was a whole new ballgame. With massive investment in our products and infrastructure, the company was accelerating, on its way to becoming a leader in the industry. Our launch even was attended by 600 representatives, and 2022 saw the largest worldwide adoption of new marketing assets developed by the Global team (our team) in company history (a record held until the 2023 brand launched).