CLIENT
Align Technology
PRODUCT
iTero Lumina
Launch of Align Technology’s new scanner.
STRATEGY
- Direct Email Marketing
- Digital Survey
- Lead Generation
SERVICES
- Web Design
- Web Developement
- Copywriting
OBJECTIVE
To support the launch of Align Technology’s new intraoral scanner, iTero Lumina™, in the Italian market by generating brand awareness and qualified leads among dentists and dental technicians.
The campaign was designed to spark interest in the product, encourage the download of valuable content, and initiate direct conversations with potential customers—also in preparation for Expodental Meeting 2025.
SOLUTION
For this campaign, we applied our proven Metodo Lampedusa, designing a digital flow that guided the target audience in discovering Align Technology’s new product.
To reach the core audience, we delivered two DEMs: one to 26,500 dentists and another to 5,000 dental technicians. The emails were crafted with a modern, engaging style and a clear call-to-action that offered a free ebook download in exchange for completing a short survey on the landing page—combining lead generation with valuable market insights.
At the same time, a banner placed in the “Announcements” section of Infodent.it—one of the platform’s most visited areas—helped strengthen brand positioning on the industry’s go-to portal.
We also developed a dedicated landing page, aligned with Lumina’s visual identity. Its longform and interactive design combined storytelling, video, smooth animations, and a functional UI, creating an immersive user experience.
THE STEP TOWARD THE EVENT
One month later, in the run-up to Expodental Meeting 2025, we evolved the campaign with a second DEM targeted at dentists. This new version incorporated the live course program featuring key speakers, while maintaining the ebook as a lead magnet. This reinforced the brand’s educational positioning and increased engagement.
The campaign positioned iTero Lumina at the center of conversation within the dental sector, reaching over 31,000 professionals, including dentists and dental technicians. More than 13,000 opened the communications and visited the landing page, getting a first-hand look at the scanner’s key features in the very first weeks after launch.
The initiative not only generated qualified leads—10% of whom expressed interest in a personalized demo—but also created an immediate wave of visibility, strengthening product awareness in the Italian market. Even professionals who did not complete the form were exposed to Lumina, paving the way for future business opportunities.