UK HealthCare is an Academic Medical Center located on the campus of the University of Kentucky. Despite leading-edge technology and major medical breakthroughs, UK HealthCare was suffering from a perception problem. In August 2015, UKHC sought to reinvent their brand to raise their local profile and enhance its regional ranking. Like a pair of high-voltage paddles, our “Power of Advanced Medicine” campaign jumpstarted this dying brand in an all too formulaic category. Clear!
The campaign launched with an anthemic television spot consisting of small vignettes highlighting different aspects of the hospital’s breakthrough work. The commercial was shot in a way that could be cut down into singular 15-second spots in order to maximize exposure using smaller media buys.
Synergistic print was used in magazines and newspapers across Kentucky. We consistently told stories of the incredible breakthrough work being conducted at UK Healthcare. Those stories, told within an interesting campaign, dramatically shifted perceptions of the hospital.
Out-of-home advertising also served to work in conjunction with the television, print, radio and social.
Facebook posts were primarily used to further boost engagement and facilitate discussion.
The campaign also featured targeted radio spots on Spotify.