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Delta Dental showcases experience, employees in campaign

07/30/2010

Delta Dental of Wisconsin (DDWI) has launched a new brand campaign based on the experience and dedication of its employees. "Experience. The Delta Dental Difference." is the theme of new state-wide ads, a creative microsite, marketing collateral and social media featuring real DDWI employees.

DDWI's marketing team created a campaign that highlights the exceptional service and wealth of experience within the company, allowing individual employees to spotlight their area of expertise. The primary stipulation for the campaign was to use real people-no stock photography or actors would be used. Customer service, technology, scientific research and community involvement are just a few themes of the new brand campaign explained by the people who provide those services to customers every day.

Lois Joswick, professional relations manager, is featured discussing her role working with DDWI's dental network and her focus on building relationships with dentists throughout the state.

"The whole point of this campaign is to show our customers that our staff has a breadth of knowledge you don't find with most other insurance carriers," said Scott Kosinski, director of marketing. "Employees take our commitment to customer service and improving oral health in Wisconsin seriously. What made this so unique is that virtually nothing was scripted. Employees told their story in their own words and it's very compelling."

The highlight of the project is the cutting-edge creative microsite. Through interactive video clips, website viewers can select a particular DDWI employee-a person they may actually know or have spoken to-and hear them share their thoughts about The Delta Dental Difference.

See for yourself the Delta Dental Difference at experience.deltadentalwi.com.

According to Kosinski, "We have employees who are valued and worth knowing. The microsite enables us to do that."

Viewers can connect with all featured employees through the social networking site LinkedIn. The result is a multi-faceted view of the real people and the real story behind Delta Dental of Wisconsin.