Case Study – Delta Dental
Delta Dental is the largest and most experienced dental health carrier in the country. They asked Peppershock Media to create a video package to persuade potential clients to change insurance carriers. The campaign focused on a specific target audience containing businesses with particular characteristics.
Challenges Peppershock staff faced during the process were holding the targeted audience’s attention with a sales pitch, persuading the audience to change providers, and working collaboratively with another creative team while ensuring no duplicated efforts.
While crafting a persuasive piece, Peppershock made some significant discoveries. They found Delta Dental’s trademark symbol, “Delta” (Δ), translated to English is “Change” which became the theme of the campaign along with three key messages. During the collaborative development process, the decision was made to shoot the video using green screen technology. The change to the green screen allowed Peppershock to build an educational environment around the speaker. A significant influence during the production process was the belief that there are multiple learning styles: by adding information through supporting visuals, testimonials, and a spokesperson, the key messaging was more likely to be retained by a wider audience.
The final production was a video which highlighted the advantages of switching to Delta Dental as their insurance carrier. Initially, the video was sent to potential clients in an e-mail along with details offering an incentive made available after watching the video, filling out an online form (capturing the viewers contact information), and a follow-up to schedule a meeting with Delta Dental for a custom quote.
The campaign received a 15% response rate, an above-average rate for such campaigns. The majority of those who watched the video responded by scheduling an appointment with Delta Dental for a quote. Delta Dental has added new customers as a direct result of using this sales tool in their campaign. Additionally, they have been able to re-purpose the content from this campaign as a sales tool used in the field at client meetings and online in various web promotions.
