The Dot

With a great product but massive customer spill to their biggest competitor, all our efforts were directed towards one single objective: help people remember the name. Doktor.se had the technology, the doctors, and the user experience — but patients kept ending up at the competitor because the names were too similar. This called for unorthodox strategy and tactics. We zeroed in on the dot in "Doktor.se" as the brand's distinctive asset and built an entire campaign and identity system around it. Every touchpoint hammered the dot — outdoor, digital, TV, even the app icon. The result was a measurable shift in unaided brand recall and a significant reduction in misdirected traffic. As their CMO Leo Heijbel noted: "They've helped us develop our brand with a sharp strategic focus and wonderfully strange creative."