McCann Healthcare DM GET ME HEALTHY by Mccann Sydney

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Australia
Agency Mccann Sydney
Creative Director June Laffey
Art Director Kate Chisnall
Designer Petra Hamish
Editor Glenn Edwards
Released September 2010

Credits & Description

Category: Dimensional Mailing
Product/Service: SELF PROMOTION
Date of First Appearance: Sep 1 2010
Creative Director: June Laffey (McCann Healthcare)
Art Director: Kate Chisnall (McCann Healthcare)
Managing Director: Gary Pattison (McCann Healthcare)
Designer: Petra Hamish (McCann Healthcare)
Scientific Director: Rob Liversage (McCann Healthcare)
Editor: Glenn Edwards (McCann Healthcare)
Account Director: Anna Lobaczeweski (McCann Healthcare)
General Manager: Jodi Ryan (McCann Healthcare)
Account Director: Lisa Benfield (McCann Healthcare)
Snr Account Manager: Jodi Crosan (McCann Healthcare)
Media placement: Dimensional Mailer - Hand Delivered To Clients - November 22nd 2010

Describe the brief/objective of the direct campaign.
We wanted to prove to our staff and our clients that we are a healthcare agency that actually cares about health.

Our strategy was to two-fold:
For our staff - to increase knowledge, impact health and well-being, and potentially save lives.

For clients - to create goodwill and thereby maintain loyalty, and possibly win new business.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created Get Me Healthy, a 12 week program, with individual health assessments for staff, starter kits, weekly themes and daily tips, guest speakers including Olympic athletes and professors, plus activities including running, belly dancing, no-lift day and more.

We hand-made and hand-delivered a package to clients to tell them about the initiative. Plus we put Get Me Healthy on our new business credentials.

Get Me Healthy resulted in 100% staff participation, with significant health improvements, great client feedback, and two new business wins.

Explain why the creative execution was relevant to the product or service.
The strength of the creative development of the campaign was its simplicity. As far as we know, no other healthcare agency has ever done anything yes it is original.

This hand-made direct piece - an apple (the symbol of health) delivered in a recyclable card-board box - cements the "care about health" theme.

Our culture is caring, fun and innovative - so the Get Me Healthy initiative and the direct mail piece is brand-appropriate.

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.
We had 3 targets - our staff, existing clients and new business clients.

Response rates for staff - 100% got involved - and significant improvements to health included: weight loss over 10KG, quit smoking, increasing fitness, flexibility and health awareness, halving cholesterol, reducing stress, and instigating regular check-ups for family resulting in the detection of serious health conditions.

The program cost $10K, including the apple box mailing of 200 pieces at $1,200.

The client goodwill was phenomenal, but is hard to measure. The project helped us win 2 new-business pitches.