Virtus Health - Advanced Embryo Selection
Background
Virtus Health, the parent company of IVA Australia, Melbourne IVF and Queensland Fertility Group, approached Brio Group to develop a significant and time-sensitive campaign within a short lead time. The launch of Advanced Embryo Selection, the world’s fastest and most precise embryo selection test, to the Australian market involved a multi-level national campaign. Our team was required to design and deliver within weeks of the initial brief, allowing Virtus Health to hit the market with this world first breakthrough.
We created
Campaign Concept / CMS Website / Online & Print Advertisements / Advertising Strategy / Media Plan & Buy / Social Media Advertising Strategy & Ad Management / Analytic Reporting / Marketing Collateral
Teams Involved
Brio Design
Brio Digital
Brio Advertising
Brio PR
Objectives
To develop a concept to announce this new technological breakthrough of the Australian IVF industry to the public; and in particular their target audience: 38+ females who have experienced a history of miscarriage, unsuccessful IVF, or have hereditary chromosomal conditions. To design, manage and rollout the launch campaign across multiple mediums including social media, online advertising, a microsite and print advertising.
Strategic Approach
To create a campaign that had impact and cut through in a very competitive scientific industry. The creative needed a balance of scientific and emotive treatment to communicate effectively with the target audience. The campaign strategy was digitally-focused, so we researched and planned a digital media schedule that would increase exposure and encourage click through to the dedicated Advanced Embryo Selection microsite. The creative needed to be expandable for use in print advertisements. The team sketched and designed a number of campaign options with supporting rationale that defined how each idea could be rolled out nationally with maximum impact. The chosen concept utilised key brand colours, featured real-life imagery of an embryo and a baby, and graphics that promoted the technology and speed - two of the key factors behind this IVF breakthrough. This concept was applied across social media, print, digital media placements and a microsite which was built to purpose. Brio Digital built the content managed website and ensured smooth user flow, rich content and sufficient campaign tools (i.e. downloadable brochures available on Virtus Health’s fertility group’s websites). We launched the campaign on time by coordinating with our internal design and development team and the client’s external stakeholders and media agencies to plan, book and roll out each campaign component on time.
Results
The IVF Breakthrough campaign ran for six weeks. The campaign produced a significant number of brochure downloads from the website and direct enquiries about the technology to the relative state clinics. The Facebook campaign resulted in more than 1500 click throughs to the microsite and more than 5 million impressions being viewed.
Design
Digital
Advertising
