Hospital’s first ever television spot features real doctors and patients
In an effort to humanize and highlight their unique doctor/patient collaboration and get credit for the strength of the specialties they’ve developed in the past decade, Regions Hospital in partnership with Preston Kelly has launched a new integrated campaign. The work is an evolution of the “Take Me to Regions” campaign which has been running for more than five years. Take Me to Regions enjoys 40% unaided recall in the east metro, but this evolution is designed to tap an emotional chord by featuring the stories of real patients and doctors.
The television spots feature the stories of Peggy and Mary each told using a flip book style to animate their Regions experience. These real-life patients both required surgery as part of their treatment, so the advertising concept called for an operating-room backdrop as part of the television spot. “Taking an operating room off the grid for full day to film a commercial wasn’t our first choice, because we wanted to keep the operating rooms free for patients and doctors who need them,” said Julie Binkley, Senior Group Marketing Manager for Regions Hospital. “Rather than cutting the operating scenes from the creative concept, Preston Kelly got creative and filmed the physicians in another room, and a still image of one of Regions’ operating rooms was added in post-production so they appear to be in an operating room in the finished spots.”
“All good stories have an element of drama, and dramatic, life-saving stories are an everyday occurrence at Regions Hospital,” said Chris Preston, EVP/Creative Director of Preston Kelly. “What isn’t ‘every day’ about Regions is the level of care their patients receive, and these spots bring that to life by telling the real-life stories of two Regions patients.”
The media mix includes television spots, banner ads, Pandora, MPR, print, outdoor boards, and on-campus signage for full integration.