For the launch of a brand new service and even whole new market category we had to catch the attention of a specialist target group in no time. To get as many of the 8000 dentists in the Netherlands in the know of our service we introduced their worst fear for real: consumers drilling their own teeth at home.

The Dentidrill, a real product, with infomercial, website and Facebook page was seeded at the right online channels in The Netherlands. Looking as if an American entrepreneur was trying to enter Europe. The media was alarmed quickly: all major blogs and special interest media ran the story but it was also picked on national radio and television.

The viral reached a near 100% of the target group within 6 weeks. Ixorg, the new brand and the new category, a non-insurance financial plan for dental care, where placed on the map with a bang.

Key PR-elements of the campaign:

- Disruptive approach

o IXORG disrupts the market, Dentidrill does exactly the same

- Online seeding

o Fire started nationally, creating controversy

- Segmentation and targeting through content

o The very nature of the content made it reach the right audience

- Highly trustworthy execution

o It was unrecognisably disguised as a real product, confusing the audience and media

- Spinning the busy hubs

o Through social listening/online monitoring we identified and located our buzz makers and gave them extra attention and spin.

We took the best infomercial director, made a Facebook page with content going a year back, including sketches of the product and visits to the Chinese factory and set up a website with crappy Dutch translations.

We bought fans and launched a banner campaign. We were not traceable except for a few spoof adresses, one of which was of the Kentucky Dental Association. They felt the need to publicly deny their involvement. We staged a user video with a consumer demonstrating the Dentidrill.

And we kept our mouths shut for two weeks, creating maximum leverage when IXORG revealed the hoax.

In order for a consumer to make use of the IXORG service, his or her dentist has to be signed on as an IXORG distributor. The launch of IXORG was few weeks before the start of the consumer campaign, so we had to do something special. The Dentidrill reached virtually all dentists and more importantly: 50% of them immediately signed on for IXORG.

Dentist turned out to be great influencers as well as they brought 42.5% of the first consumers that became clients. Next to that 13% of the current client base were a direct result of the Dentidrill campaign.