QFG - 2010 Campaign
Background
Queensland Fertility Group (QFG) joined the IVF Australia umbrella brand in 2009 and subsequently required a total brand transformation, as well as a comprehensive, multi-tiered advertising campaign to be rolled out in 2010. Brio Group worked closely with the QFG marketing and management team throughout the entire process from conception through to delivery. Our team was responsible for concepts, strategy, total connections planning, design, copywriting, and project management services. We made sure each step of the way was transparent to QFG courtesy of Brio Plan, a planning spreadsheet that is totally transparent allowing the client and agency to schedule and keep track of each stage of the projects.
We created
Press Ads / Website Ads / Seminar Powerpoint Presentations / Marketing Collateral / Conference Collateral / eNewsletter Design & Content
Teams Involved
Brio Design
Brio Digital
Brio Advertising
Brio PR
Objectives
To integrate the elements of QFG’s existing brand and add visual links to the parent brand. Our aim was for the brand to still be easily identifiable to its existing audience, as well as to attract new audiences - which we proposed by using elements that appealed to the distinct Queensland market – courtesy of market research we collected.
Strategic Approach
As the new brand entered the Queensland market in 2009, we were conscious to ease the new look and feel in gently, so not to confuse the existing client-base and brand awareness that has grown since QFG established in 1983. Firstly, we suggested to position QFG as the caregiver, and this set the mould for the tone and theme the creative followed. As both brands shared the key colour of purple, we suggested we run with this theme which can be expanded through the key creative of the ‘hero’ smiling baby nestled on a soft, purple rug. Joining the colour palette and forming part of the fresh new look is the introduction of pistachio green and the use of gentle arches as a graphical element. We incorporated the new position statement ‘This year over 1500 of our patients will be smiling too’ as it worked magically with the hero shot – and perfect language and imagery for the target audience. We presented a multi-tiered media campaign which this new creative could roll out and communicate the new brand effectively through multiple touch points in the Queensland market.
Results
We developed and produced the major 2010 advertising campaign strategy that rolled out through state-wide digital, print and radio media in April. Our total connections planning also incorporated marketing support (eNewsletters and direct mail), seminars, events, and PR in key industry titles. The multi-staged roll out communicates QFG’s key message ‘This year over 1500 of our patients will be smiling too’ and aims to inform, educate and raise awareness of QFG’s services and success rates. We also planned additional campaigns for the donor program and Secondary Infertility awareness that was scheduled to rollout mid 2010 after QFG’s primary campaign.
Design
Digital
Advertising
