Sedation Dentistry

20% of patients suffer from dental anxiety, which prevents them from going to the dentist for procedures as simple as cleanings. Sedation dentistry puts these people at rest by providing a range of sedation options from tranquilizers to general anesthesia. The service requires specialized training and certification, and dentists trained in these techniques enjoy significant increases in income as a result. Dr. Dodsworth had delved into this line in 2008 and wanted to build this part of his practice. We produced a TV spot that capitalized on patient fears tempered with humor as a way to raise awareness. The advertising campaign increased new patients by 6% per month and nearly doubled patients opting for sedation dentistry.

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MV-1

MV-1 was a daring new concept in transportation for the mobility challenged – a vehicle designed from the ground up to accommodate wheelchairs with locking wheelchair tie-downs and built-in ramps. This is a very thinly carved niche, and to sell units, a dealer needs to cast a wide net. We produced a 30-minute TV/Interent video advertisement for a Denver dealer that expanded market share outside the metro area to the entire state as well as Utah, Idaho, and Wyoming. In 2013 they were the MV-1 sales-leading dealer in North America. A reorganization of the manufacturer resulted in this dealer dropping the line.

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Cadillac

Our client, Medved Cadillac, observed several young women shopping the Cadillac XT4, which had a base price below $40,000 or about the same as a comparably equipped Chevrolet crossover. But Cadillac’s demo was white males 60+, a definition Cadillac had been trying to change for more than a decade and Medved wanted to attract more women buyers.

Here is the power of the story. At Canary Cliff, we did the impossible by linking the narrative of our target demographic with the brand. We made buying a Cadillac, the very symbol of white male dominance, an act of rebellion with radio. Yes, radio targeted to Gen X and Millennials. Sales of the XT4 and XT5 crossovers to women under 55, and women of color, almost doubled. 

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Pre-owned

Located near a large community of young, African-American, and Latinx car buyers, Medved was only drawing 12% of its pre-owned sales from this segment. We discovered that local radio listenership was active with this demographic. Furthermore, research indicated this was a group that did not want to be “sold”; they wanted to feel comfortable with the brand. Canary Cliff developed a History of Hip Hop radio campaign that ran on select radio stations. Medved is now drawing from Millennials across the state with sales to young Blacks having increased by 16%, young Latinx by an additional 10%, and Millennials across all segments by 17% in monthly sales.

Listen to it here: