IN CASE OF EMERGENCY by Grey Istanbul for Johns Hopkins Medicine

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IN CASE OF EMERGENCY

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Industry Health & Pharmaceutical Products
Media Direct marketing
Market Turkey
Agency Grey Istanbul
Creative Director Tarik Akin
Art Director Hasan Yasar
Copywriter Ural Urgunlu
Released April 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: JOHNS HOPKINS ASM
Product/Service: EMERGENCY ROOM
Agency: HEALTHY PEOPLE BY GREY ISTANBUL
Date of First Appearance: Apr 13 2009 12:00AM
Entrant Company: HEALTHY PEOPLE BY GREY ISTANBUL, TURKEY
Creative Director: Tarik Akin (Healthy People by Grey)
Art Director: Hasan Yasar (Healthy People by Grey)
Copywriter: Ural Urgunlu (Healthy People by Grey)
Client Services Director: Beril Bayraktar (Healthy People by Grey)
Account Executive: Sinem Ozveri (Healthy People by Grey)
Media placement: Direct Mailing - Direct Mailing - 13 Apr 2009

Describe the brief/objective of the direct campaign.
Johns Hopkins ASM Hospital, located in Tuzla and Gebze/Istanbul, is surrounded by heavy industry facilities. Our client wanted to communicate that JH-ASM has the most comprehensive Emergency Room in the area in case of any emergency. Our strategy was to reach executives of industrial facilities in the area and create awareness of our hospital in case work accidents occur in their facilities.

Explain why the creative execution was relevant to the product or service.
Band-aids are the first solution to pop up in mind for everyone in case of any injuries. We wanted to create the same reflex in the head of executives of industrial facilities in the area and make JH-ASM Emergency Room the first reflex for more severe injuries.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We produced band-aids with Johns Hopkins ASM emergency room doors on it. We then mailed the band-aids to the executives of the industrial facilities in the area and created awareness for our brand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our band-aids reached 250 executives in the area and the campaign was supported by a follow-up of Hospital’s representatives. As a result JH-ASM Emergency Room has become the most preferred medical service regarding work accidents in the area.