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Smiles by Mario Montoya Launch Event

Live Event Brand Launch
When Smiles by Mario Montoya launched in Atlanta, one of the most competitive and culturally influential cities for aesthetic dentistry, the challenge was to create a defining moment that would establish premium positioning, generate national attention and drive a high-value sales pipeline.
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INSIGHT

To cut through in a saturated, status-driven market, the brand needed to show up as more than a clinic. It had to position itself as a luxury lifestyle brand embedded within Atlanta’s culture, sport and social scene.

SOLUTION

OWB, part of DRPGroup, led the end-to-end launch strategy, spanning brand experience, PR, partnerships and campaign delivery.

At the heart of the launch was a high-impact, red-carpet event designed to introduce the brand to Atlanta’s cultural elite. From guest curation and VIP engagement to production and communications, every detail was crafted to maximise visibility and cultural relevance - attracting A-list attendees and generating significant media attention.

This was supported by a coordinated above-the-line campaign, embedding the brand into Atlanta’s sports and lifestyle ecosystem through partnerships with Atlanta United FC and the Atlanta Hawks, alongside a fleet of digital mobile billboards targeting high-value locations across the city.

To drive immediate commercial impact, OWB developed an ambassador-led campaign featuring Rick Ross, delivering a suite of content including a hero film and social assets, deployed across paid, owned and earned channels.

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IMPACT

The campaign delivered over 18 million views within two weeks, increased consultation bookings by 300%, and drove a 3.4x increase month on month in lead generation. Creating a strong foundation for long-term growth.