It was the dentists whose mouths were open.

To get a new, unique form of dental insurance out to patients, client IXORG needed the co-operation of dentists. Low on budget, Grey POSSIBLE Amsterdam figured a little outrage wouldn’t harm.

They came up with Dentidrill, presented as an affordable home-kit of dental drill and tools that any mother could use.

Grey POSSIBLE called up the best infomercial director they knew to shoot a sweet mother-and-daughter ‘dentistry’ moment, fabricated a Facebook page going back a year and set up a website with realistic bad Dutch translations.

All hell broke loose. Health authorities, professional organisations, civic groups, and finally, the FBI waded in. The dental industry watched the launch with dismay. With chairs already often empty, was Dentidrill the signal for anxious dentists to re-skill?

But it worked, with the viral reaching 99% of the hard-to-penetrate target group.

When the real aim of the exercise was revealed, a full 50% of dentists became partners with IXORG. With some relief, probably. Which meant that consumers could make use of the new financial plan for dental care.