Billroth Hospital recently rolled out a massive outdoor campaign in Chennai to spread awareness about the benefits and advantages of in-vitro fertilisation. The OOH campaign was preceded by a teaser campaign high on the curiosity factor.
Elaborating on the campaign strategy, Dr Rajesh Jeganathan, Managing Director, Billroth Hospitals said, “We have always wanted to do something new and get innovative. When I discussed the strategy with team Feswa, I completely loved their idea and the execution. When the teaser was run across Chennai, it generated a lot of enquires and everyone wanted to know about the company behind the ad and what it was all about.”
“We have re-launched our IVF section and a path-breaking announcement was needed with an equally impactful campaign, so what better than this? The objective was to deliver the message of IVF in an exciting and powerful way. The outdoor campaign has delivered huge eyeballs and the impact was evident from the responses that we received immediately after the campaign. We are very happy with the agency’s work,” Jeganathan added.
The teaser ads featured sentences such as ‘My grandma is pregnant’, ‘My mother-in-law is pregnant’, ‘Grandpa became daddy’ and ‘My uncle was born yesterday’. This teaser was followed by the final campaign which introduced the IVF facilities and stated: ‘Pregnancy up to the age of 50. It’s possible’.
The teaser campaign has won the industry’s praise, as one agency person, remarked, “The teaser was excellent and created curiosity in the minds of the people at the beginning.” He, however, added, “I felt the trailer was bigger than the film. They haven’t utilised the concept to its fullest.”
Commenting on the execution of the campaign, Shree Prakash, Creative Director, Feswa said, “The medical communication space is cluttered with a forced seriousness in terms of tone, so we opted for an interesting illustration-led campaign that maintains the essence of our proposition, but still conveys the message in its entirety. Generally, as soon as the audience realises that the message is regarding medicine or medical procedure of any type, they tend to put it all in one bracket. So, to get the attention of the people, we went for an exciting teaser.”
He further said, “The whole issue of IVF is relatively known to a particular segment, but it was not known clearly. And the age factor regarding the procedure had not been clearly established until now. Spreading awareness was more of a key task here and then being able to associate that new information to Billroth Hospitals.”