THE CHALLENGE

Gendex needed a non-traditional approach to reaching dentists and specialists in a competitive North American market. Trade shows reached only a fraction of their target audience, and there was no effective way to demo large dental imaging equipment outside a clinical environment—until they brought the clinic to the dentist.

• Create a mobile functioning showroom allowing dentists to experience the full product line hands-on
• Build relationships with new and existing dental practices in markets across North America
• Drive brand awareness as a non-traditional alternative to trade show and rep-led marketing
• Provide a premium VIP hospitality environment for high-level sales meetings and demos

THE VEHICLE

Creative Coach Solutions converted a brand-new Prevost XLII coach into a fully functioning mobile dental imaging showroom—a build that required significant structural engineering. The interior was designed to replicate a real dentist’s office, complete with working imaging equipment, a dental chair with a view, expandable walls for increased capacity, and a complete Gendex product line display. The exterior carried the full Experience Gendex branded wrap with awnings and outdoor tables for queue management and pre-appointment meetings.

• Prevost XLII coach: new base vehicle, full structural conversion
• Custom roof modifications to accommodate dental imaging equipment clearance
• Second entry door added to support flow-through traffic patterns
• Expandable slide-out walls for additional interior space
• Full interior dental office build-out: dental chair, functioning imaging equipment, clinical finishes
• Complete Gendex product line installed and operational
• Full exterior branded wrap: Experience Gendex identity
• Exterior awnings and outdoor tables for queue and meeting management

EXECUTION

Tour Website & Digital Support: CCS managed a full-featured tour website with live coach tracking, virtual tour experience, sweepstakes portal, contest updates, blog, and social media integration—keeping the dental community engaged between stops.

Sweepstakes Program: Dental offices that visited the Experience Gendex were entered into a drawing for $10,000 in Gendex Digital Dollars, driving appointment bookings and providing a powerful incentive for participation.

Sales Rep Coordination: CCS coordinated closely with Gendex’s regional sales representatives to schedule tour stops at target accounts, dental associations, and trade shows across every market in the program.

Trade Show Integration: The coach appeared as a feature activation at major dental trade shows and conventions, drawing attendees to a hands-on product experience rather than a static booth.

Buzz Generation: Flash mobs, mini bus convoys, live music performances, and community events were integrated into key market stops to drive organic traffic, earned media, and word-of-mouth.

Full Operation & Maintenance: CCS provided professional driving, complete service and maintenance across the full 457-day program, along with all DOT compliance and insurance throughout.

RESULTS

457 Days on Tour

6,000+ Visitors

30–70K Daily Impressions

Int’l Tour Scope

• 6,000+ dentists and specialists experienced the mobile showroom across 457 days on tour
• 30,000–70,000 brand impressions generated daily on highways and in major cities
• New account relationships opened that could not have been reached through trade show presence alone
• Existing sales opportunities accelerated through hands-on product experience in the field
• Tour generated significant earned media and word-of-mouth across the North American dental community
• Sweepstakes program drove appointment bookings and created an ongoing engagement loop throughout the tour

CLIENT VOICE

CAMPAIGN GALLERY