High tech … When it comes to heart care, everyone claims it, so the marketing challenge comes in finding a way to say it better, more creatively, in a way that sticks.
When Memorial Hospital wanted to inform the Central Pennsylvania region about the new services offered at its Heart and Vascular Center, we wanted television to be at the heart of their campaign.
As ideas were being kicked around, an EKG was suggested as a visual component in the concept. But President Mel Campbell insisted that if we were to take that familiar course, we had to find a way to make it different, more compelling.
Designer Kristina Heilman, working into her third trimester, was brainstorming at home with her husband, looking for a fresh creative approach to an established theme. Suddenly it hit her. What if the EKG, once established, could morph into an artery, allowing the viewer to zoom inside and travel through the clean and healthy passage?
One thing led to another, and this spot evolved quickly. Footage of bloodcells coursing through the bloodstream was seamlessly incorporated into the EKG animation, and concise, informative text worked to the cadence of a heartbeat. That audio was mirrored in the radio as well.
Said Mel, “Visually, it’s a very high tech message. One of the things we’re selling here is their technology and their innovation. That whole Tron-like look, where the EKG line goes toward you, then away from you, is very intriguing. At the same time, we didn’t want it to be so overwhelming that we take away from the message.”
He concluded, “What we delivered is clean, simple, and will attract people’s attention. Kris did a great job of connecting the TV spot to the design elements of the outdoor campaign and the newspaper ads, and we, as an agency, delivered 30 seconds of high value television.”
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