Activation for Lumino

Leaders in the New Zealand dental industry with over 100 practices across Aotearoa, Lumino is the country’s most recognised dental provider, trusted by more Kiwis than any other.

The Lumino team came to Undertow with a unique challenge, after a series of Covid cancellations the New Zealand Dental Association conference was back with a bang and the Lumino booth needed to stick out from the crowd.

Enter “Extraction”, a custom-designed 1.6m tall interactive game designed to test the chops of dentists and dental grads alike, bringing the crowds to the booth and ensuring recruitment leads, our main objective, for the team.