Secret Sauce
Chameleon Labs
The mission:
Spread the word, get calls
Chameleon Labs sells an industry-leading product at an absurdly affordable price–but no one knew that. It’s a niche product for a small subset of dentists.
Chameleon needed to reach those dentists with the right message.
The approach:
Intrigue, absurdity, and an irresistible offer
Humor has been proven to work in advertising time and time again. We leaned into Chameleon’s goofy side and brought out the vibrant personalities of their staff.
We chose to cast Chameleon’s owners and employees to fill all character roles.
We carefully and humorously addressed common customer concerns.
We utilized absurdity, jokes, and storytelling to shape a narrative around what makes Chameleon Labs’ Full Arch Zirconias the best in the business–and how they’re able to offer them at a ludicrously low price.
The Plan:
Meticulous preparation
We created to-the-minute shot lists, detailed storyboards, and staggered call times to keep each person on set only as long as necessary. Our plan included everything from exact light placement to lens selection to time needed for difficult camera movements.
We scheduled a pre-light day and coordinate with Chameleon Labs to set up everything for the first shots the day prior. When the first call time hit, we were ready to roll on the first take.
The Execution:
Extraordinary execution
With our ridiculously detailed plan and prep, our production day went perfectly, even with a few (planned for) equipment malfunctions. We got to lunch on time with everyone in good spirits and even wrapped 30 minutes early!
Our clients were thrilled (and so was our crew!), and the results speak for themselves.
The Results:
Honestly kinda ridiculous
Within 5 months of launching the ad, Chameleon Labs tripled their sales of the product featured in the video.
They’ve added more than $50,000 a month to their revenue–and that number continues to swell every month!
Don’t take our word for it, though. Check out the video to see what Chameleon’s owners had to say.
“WHEN I SAW THAT MAGNIFYING GLASS COME OUT, I SAID, ‘I HAVE TO TALK TO THIS GUY.
I HAVE TO KNOW WHO THESE PEOPLE ARE.’”
– ACTUAL CHAMELEON LABS CUSTOMER