What did we do?
- Strategic creative
- Developed the Minor Trauma Centres (MTC) brand
- Media planning and buying
- Outdoor
- Direct Mail
- Press
- Cinema
- Radio
- Digital and social advertising
- Microsite
Background
Brisbane hospitals are overrun, with the wider public unaware that there are options when it comes to quality after hours medical care. Public hospitals are perceived as the only place to go to when sick or injured after hours, but that’s not necessarily the case.
The Challenge
Develop a memorable brand and behaviour changing campaign to inform residents of Kallangur and Chermside that there are dedicated clinics who can provide high quality care after hours.
Our Approach
We turned the idea of ‘urgent not being an emergency’ into a tangible concept, empowering the decision maker to first consider their immediate medical need and then who they want to perform the service. If it’s urgent, but not an emergency, they now have a choice of providers rather than going to a hospital and waiting in a crowded emergency department for a long period of time.
Imagery included approachable doctors in order to give the messaging credibility, with references to mothers and small children. The MTC brand design connects with the Metro North Brisbane Medicare Local and Smart Clinics parent brands for familiarity and brand leverage.
Targeted media including local billboards, press, radio and cinema advertising captured the attention of thousands of local residents, with the microsite connecting users to their local clinic. While visual ads focused on doctors treating patients, radio ads took more of a conversational approach with friends and family talking about the new clinic.
The Result
In just six weeks the campaign increased after hours patient numbers by over 1,000%, drastically reducing visits to hospitals in that catchment.