PARKVIEW ortho hospital
superhero CAMPAIGN
As an entire hospital dedicated solely to handling orthopedics, Parkview Ortho Hospital (POH) needed an advertising campaign that was all their own – cohesive with, yet independent from, the overarching Parkview Health System. To come up with the direction, B&Yers set their sights on the key demographic and the reasons why this audience seeks joint, neck or back surgery. It all came down to motivation: wanting to feel young again. Our approach was to show the audience that they could be a “superhero” again with a little help from Parkview Ortho Hospital.
DELIVERABLES
- Photography
- Storyboarding
- TV
- Digital
- Ads
- Outdoor
- Radio
- Print Collateral
- Out-of-Home
the solution:
- Create a memorable TV spot that showcases the reasons POH is the best place to restore your powers of youth
- Talk less about “us” and more about “them”
- Position a patient-centered, outcome-driven approach
- Feature children who think their grandparent is a superhero
- Use an element of surprise and a creative twist
the result:
- A TV spot that makes the audience smile when they think about how POH can make them feel young again
- An entirely new, integrated campaign that includes TV, radio, print ads, online ads, pre-roll, Facebook ads, outdoor and out-of-home advertising
- A brand that is unique to POH, but that still has the Parkview look and feel
- Doubled the number of website page views in 12 weeks