Australasian Dental Practice

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01 May 2008 | Australasian Dental Practice

news > Spectrum > Page 16

Giving Dawn Fraser a permanent smile

Nobel Biocare has brought its NobelSmile™ global consumerorientated marketing campaign to Australia and New Zealand with swimming champion Dawn Fraser as its figurehead. The campaign includes print advertising in the Qantas and Air New Zealand in-flight magazines together with Good Health & Medicine magazine, plus an intensive online campaign with banner advertising on several high profile healthoriented websites linked to case studies and advertorials.


Dawn, who won eight Olympic medals including four golds, had an ill-fitting denture, failing bridgework and metal crowns that she said made even simple things like eating, talking and smiling painful and embarrassing.

"I was really pleased when I saw my dentist, Dr Christopher Ho, who told me that my problems could be solved using the latest in treatment options from Nobel Biocare," Ms Fraser said.

"Dawn's treatment plan included removal of the teeth that were causing her problems, replacing the missing teeth with permanent implants and replacing existing crowns and bridges with Procera® metal-free products," said Dr Ho, a private practitioner in the Sydney suburb of Balmain.

NobelSmile is a major global campaign that aims to promote the concept of modern aesthetic dentistry to the public and links both the Nobel Biocare name and their dentist customers with increasing public awareness. Central to this programme is the www.nobelsmile.com.au and www.nobelsmile.co.nz consumer-orientated websites, which act both as a credible source of information and as a self-referral tool.

"We have invested in a high-impact consumer campaign, which will feature Dawn Fraser, Olympic swimming champion, and now grandmother and sports advocate," said Mike Covey, Regional Director, Nobel Biocare Australia. "Through carefully targeted consumer magazines, multiple online health portals, and many other high impact communications, this campaign will effectively communicate dental care opportunities available to consumers.

"Dawn will not only be the face of Nobel Biocare, but she is also a real patient, requiring implants and crown & bridge treatment. She has kindly allowed us to follow her treatment journey, producing a real-life case study to which others can relate to.

"The NobelSmile campaign is forecast to have a strong impact on consumers. We would like to share the benefit of the NobelSmile campaign with our customers and have launched a program that allows our customer to partner with Nobel Biocare to enable them to be contacted by self-referring patients who are keen to discuss aesthetic solutions.

"NobelSmile is a great opportunity for the public to discover more about dental solutions, and for us to strengthen our partnership with our customers."

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