With “Straumann hangs its CEO”, the company has launched an unconventional social media campaign to illustrate the importance of using original components, causing a stir in the dental markets worldwide. Uncompromising quality and precision “Made in Switzerland” have always been cornerstones of Straumann’s philosophy. We stand by our products and we are personally convinced that they work because they are made-to-last and reliable.
Thus, to demonstrate the performance and reliability of original Straumann® components and his absolute confidence, Straumann CEO Marco Gadola, allowed himself to be suspended upside down from the ceiling – from just four Straumann dental implants and abutment blanks. The video clip, which can be watched on Youtube, is the cornerstone of an awareness campaign to underline the importance of original Straumann prosthetic components for long-term implant treatment. Marco Gadola is carried entirely by four standard Straumann connecting screws (measuring 2 mm in diameter) that are held by three tiny thread pitches within the implants. This is shown clearly in the “Making of” video, which explains how the suspension was performed.
The campaign addresses dentists and dental technicians and provides specific guidelines to the target groups on how to “become a Straumann original”.
More than a promise “Our ultimate goal at Straumann is to instill complete confidence – in our products, our services and our people. By taking part in this campaign personally, I wanted to share my complete confidence in the precision and reliability of our implant system with customers – in words and action. I also wanted to highlight my confidence in our specialists. I did not need test results or demonstrations; their word that this would work was enough. The commercial also reflects the innovative and creative power of our team. I wouldn’t have done this with any other product on the market.”
Become an #OriginalStraumann!
Don’t worry. You don’t have to hang yourself upside down from four implants to become a true Straumann original. Actually it is quite easy. Just follow these three steps:
More than 70’000 views within 15 days
Straumann launched the campaign in March prior to the IDS. Within 15 days, more than 70.000 people had watched the video clips and made the #OriginalStraumann campaign a great success, generating many positive feedbacks on Facebook and Twitter.
- 70’000+ video views on Youtube • 20’000+ likes on Facebook
- 120 retweets on Twitter
- 97 #OriginalStraumann adoptions
Straumann’s presence at the IDS in Cologne has contributed significantly to this great success. At the world’s leading dental fair the company exhibited the original suspension attachment used in the stunt and aroused curiosity and interest among thousands of visitors from all over the world.