After 10 years of being the market leading dental attachment system, the ZEST Anchors LOCATOR was ready for a makeover. The next generation LOCATOR R-Tx product launch needed to build interest and create demand with current dental customers, as well as their OEMs to switch over to the new system. Our mantra for the campaign, “Better. Simpler. Stronger.” drove how we delivered the launch in new and unexpected ways. Starting with a teaser campaign on LinkedIn, followed by customer sample kits delivered to key customers, that included an augmented reality APP delivering the new system in a 3D environment supported with animated product video. The full launch included a microsite, support collateral, print and email marketing, tradeshow booth design, and a PR launch in Europe.