Imagine you have a medical emergency and are unable to speak. Unable to tell paramedics you have an underlying medical condition they must know about.
New creative from Ward6 recently repositioned MedicAlert as ‘your life essential medical information service’. The campaign focuses on the full benefits of the service to differentiate it from a variety of medical ID jewellery bracelets.
MedicAlert Australia is globally recognised and offers a 24/7on call service, which gives first responders and health care professionals immediate access to your vital medical records in a medical emergency. For people with chronic medical conditions, the service can be a matter of life or death.
A strategic 6 month media plan running from August – December will be executed across native ads, search, Facebook, Insta and Youtube creating a path-to-purchase for the unaware or those confused by simple ID competitors.
Says Hugh McIntosh, marketing and strategic partnerships manager at MedicAlert: “From its inception 51 years ago, MedicAlert campaigns have faced the challenge of explaining our unique services succinctly and impactfully. This new campaign skilfully conveys the essence of our service, with early results clearly indicating that our target audiences are engaging and interacting, ahead of industry benchmarks. As one example, our campaign YouTube ad is hitting a CPV of $0.03 against a benchmark of $0.07, driving a campaign view rate of close to 64% on a skippable, 30 second creative.”
Client: MedicAlert
Marketing & Strategic Partnerships Manager: Hugh McIntosh
Agency: Ward6
Client Services Director: Daniela Rocca
Senior Account Director: Scott Templeman
Creative Director: Grant Foster
Art Director: Severine Flamand
Senior Creative Copywriter: Steve Samuel
Strategy Director: Scott Davis
Film, Photography: Flint – Michele Aboud
Media Partner: Kaimera
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