CAMPAIGN DESCRIPTION
The Ohio Lottery wanted to promote their new over-sized instant game ticket that gives players a chance to win up to $500,000 instantly. To create awareness for the new game, we developed unique animated Cop and Robber characters to convey the message in a fun, entertaining way. This integrated campaign included traditional TV, video for in-store displays, social media elements, radio, print and digital ads.
SITUATION
Northwest Ohio is battling a heroin and opiate epidemic. An average of three people die each week in the Toledo area due to heron-related overdose. Lucas County Sheriff responded to this public health and safety crisis by launching an addiction resource unit in July of 2014 named D.A.R.T. (Drug Abuse Response Team). This team takes law enforcement officers beyond traditional roles and, as first responders, directly involves them with treatment.
SOLUTION
D.A.R.T. lacks the resources needed to meet the growing demands of the epidemic. So in order to raise awareness of the region’s increasing heroin problem, we introduced our audience to the “real face” of heroin, as these campaign ideas illustrate.
This is our David and Goliath story. Like David, Lima Memorial Health System is the challenger – an agent of change, a force for good, and group who wears a greater purpose with pride and ambition. While Lima Memorial and their competitor St. Rita’s Hospital have very similar offerings in terms of services, technologies, caliber of physicians, St. Rita was perceived as the better hospital. To change perceptions, we needed to give our audience something they can relate to and feel good about. Something that mirrors their own aspirations and leaves a lasting impression in their minds – and hearts. The people of Lima and its surrounding communities needed to know that they have a health care system that’s in their corner. A system that’s not afraid to fight for them. Whatever it takes and however long it takes. Lima Memorial is that health care system. Moreover, that’s what this campaign is all about. Using minimal copy, powerful images, and highly emotional music in the television and radio spots, the consumer is left with a renewed sense of pride for their city – and the hospital that bears its name.
SITUATION
Certified Angus Beef brand was created in 1978 as a means of breeding and marketing a superior brand of beef. In the decades since, the word “Angus” has become synonymous with quality beef, yet consumers don’t realize that not all Angus beef producers are created equal. None measure up to the original. We were asked to create a campaign that emphasized the key differentiators to consumers, chefs and restaurant owners.
SOLUTION
We created a campaign that combined beautiful product shots, nostalgic headlines and an elegant design with facts about the Certified Angus Beef brand’s heritage and the lengths to which it goes to create a superior cut of beef.
The challenge was to increase awareness of ProMedica’s individual orthopaedic services. Through research, we discovered that people in our target audience would put off a much needed treatment or surgery and opt to put up with the pain instead. Which is a shame when you think of all the wonderful surgical and non-surgical options that ProMedica Orthopaedics provides.
Therefore, we developed a campaign that focused on the simple fact that if you’re not running at full capacity, you’re not living the life you are meant to live. This campaign served as a rallying cry to get people to understand that with the tools ProMedica offers, and their own determination and will to succeed, there’s no reason why they can’t unleash their full potential and do what it takes to LIVE 100%.
Results were a 16.4% increase in surgery volume over the same month in the previous year (2014) and continues to grow, and more than 14,000 people visited the campaign web page by the end of May.
CAMPAIGN DESCRIPTION
With the success of the Royal Gems instant game, the Ohio Lottery requested that we do a sequel with our Cop and Robber to promote their newest instant game called Super Break the Bank. We added another character, our Cop’s trusted police dog. This integrated campaign included traditional TV, radio, print, digital ads and social media elements including :15 and :06 second videos.
Consumers knew the ProMedica brand, but they didn’t grasp the power of ProMedica's network. Our job was to communicate the advantages of a system-based approach in which continuity of care, collaboration and information-sharing generate better patient outcomes. The Well Connected campaign was designed to connect with multiple audiences in markets both large and small. Post-campaign research indicated 61% of respondents specifically understood the benefits of receiving care within a coordinated system.
AD DESCRIPTION
The ProMedica Foundation was given, as a donation, a full-page, four-color ad in Inc. Magazine. Hart was asked to make an appeal to business leaders across the nation to get involved with ProMedica’s work in the field of social determinants of health (SDOH). ProMedica is appealing to business leaders to address the expensive U.S. healthcare system by taking ownership and utilizing their knowledge and resources to affect change. Hart was responsible for creating an impactful ad that explained how addressing these social determinants of health could reduce healthcare costs and improve the general health of all Americans. The ad was educational and invited Inc. Magazine viewers to participate in the conversation.
SITUATION
The challenge was to generate awareness and drive sales of the new "For Life" game with both the existing instant game market as well as occasional instant game players. So we took the approach that with the Ohio's four new Win for Life games, it's easier than ever to win cash for life. The hard part is imagining it has to end as this campaign illustrates.
The sights and chaos of an Emergency Center (EC) can be terrifying to children. That’s why ProMedica Toledo Hospital was one of the first hospitals to build a dedicated Pediatric Emergency Center to care for the special needs of children.
Our research showed the Pediatric EC was underutilized because parents didn’t understand that a child’s experience and care at a dedicated children’s emergency center is significantly different than the stressful experience and care found in a regular hospital ER.
The solution was to build a fully integrated awareness and educational campaign that centered on the message that children are special and require specialized emergency care. For the emotional hook, visuals captured the essence of a child’s world. The educational aspect explained why parents should bring their kids to an EC that specialized in treating children: physicians and staff are trained to help kids verbalize what’s wrong. They know how to get a child to be still for X-rays or scans. They can explain procedures in terms kids can understand to reduce the “scary” factor, and offer many more child-specific benefits.
After several years of flat or declining admissions, the refreshed awareness campaign increased traffic to ProMedica Toledo Hospital Pediatric EC by 10-12% each month during the life of the campaign. When the campaign ended, the center experienced a 12% drop in traffic, so the campaign was immediately restarted in 2013.
SITUATION
TweenBrands is the parent company of Justice, a well-known, moderately priced clothing line aimed at the pre-teen girl consumer. Our charge was to focus on recruiting talented fashion professionals by updating their website to better reflect their brand and communicate their story in a crowded and competitive marketplace. TweenBrands is in a never-ending battle with fashion houses in New York, LA and Columbus (the #3 destination for fashion careers and where TweenBrands is located).
RESULT
We created a website that leveraged the brand’s uncommon corporate culture, philanthropy, empathy for its retail audience and appreciation for its employees. A career at TweenBrands gives prospects an opportunity to use their creative firepower to translate today’s hottest fashion trends to the tween market, building tweens’ confidence and self-esteem along the way.
CAMPAIGN DESCRIPTION
This campaign promotes the fact that there are an increasing number of riders, and that TARTA is a vital service to the community. Using a nice attention getting graphic enables us to emphasize each of our passenger’s personal stories and how much everybody depends on TARTA and their services, whether you ride or not.
MERCY HEALTH EITHER/OR
SITUATION
The challenge was to create a brand awareness campaign for Mercy Health that would set itself apart from other well-known, established competitors who had built a reputation for medical expertise, diverse resources and a proven track record.
KEY INSIGHT
Through research, we learned that Mercy Health was known for their compassionate side, but not for their expertise. Therefore, we created a new brand campaign that emphasized both patient advocacy and medical expertise was introduced to consumers.
RESULTS
As of the end of September, 528 patients had visited the first urgent care location. In the first month the pre-registration feature on the app was promoted (beginning Sept. 23), 164 new app installs were completed – a 25% increase in less than a month over total app downloads in 18 months (since its original release in December).
ZF is shaping the future of mobility. With a broad and unique product portfolio, ZF offers system solutions that enable vehicles to see, think and act. We developed this campaign to show how ZF delivers best-in-class solutions that makes driving safer, more efficient and more comfortable.
SITUATION
TARTA wanted a campaign to show how valuable its service is to riders and non-riders alike in the Toledo area. Including businesses who rely on TARTA for bringing in customers; elderly persons who depend on TARTA for getting to their doctor’s appointments and pharmacies; and disabled persons who lack the ability to drive.
RESULTS
We created the "Signs Campaign" using the bus marquee as a visual motivator combined with actual riders of the TARTA system we developed a very graphically approachable campaign. The ads help convey the critical role TARTA plays in the lives of those who rely on it as their primary transportation to family event, medical appointments, social engagements, educational opportunities and work.
CAMPAIGN DESCRIPTION
Mercy Health wanted to announce their partnership with the University of Michigan around Grand Rapids and Muskegon. It’s a great thing when two great entities join forces and work for the betterment of all. We developed a nice announcement campaign based on the sharing of knowledge and information. This is the print, outdoor and digital that resulted.
Firestone came to us looking to rebrand their website for their building products division. The asked for a clean, simplified look and navigation to help make them feel more sophisticated within the existing market place,
SITUATION
Gas prices were on the rise rather dramatically in 2011, and the Toledo Area Regional Transit Authority wanted to create an awareness campaign with the goal of reminding people that public transportation was one of the best means of combating high gas prices.
SOLUTION
We created a series of posters designed to get people to stop a moment and reflect on their own gas consumption and consider using a less expensive means of getting around town.
RESULTS
A comparison of rider figures showed a 12% increase in 2012 over 2011 ridership.
SITUATION
White Castle used to dominate the late-night sales market, but as more and more fast food vendors began to extend their hours, White Castle’s sales took a hit. Their response? To introduce a revamped breakfast menu to recapture some of those lost sales.
KEY INSIGHT
Appealing to White Castle’s core “craver” audience wasn’t enough. To really move the needle, White Castle needed to draw in new patrons, while increasing engagement with millennials who often eat at nontraditional times.
SOLUTION
We crafted a fun, colorful series of POS materials, coupon wraps, digital ads, posters and radio spots, which prominently featured the new breakfast items, while inviting consumers to stop in and try them via humorous and catchy messaging.
The TRUST COMPANY is an independent, privately held company that focuses their attention on fewer select clients and their personal needs and financial goals. They wanted a series of ads to reflect the stability and integrity they offer to all of their clients. Simple, sound and sophisticated.
SkyLife’s founders saw how well known, almost traditional obstacles to relief agencies, timely delivery of food, water, shelter, and medicine thwarted initial disaster relief operations in Haiti in 2010. Lack of basic infrastructure and inability to get additional expatriate staff on the ground were immediate constraints; predation, lawlessness, and banditry were pervasive.
SkyLife was formed to develop new systems to overcome these historical problems. SkyLife technology can mass distribute aid packs within hours after a disaster by overcoming terrain, weather, political and military obstacles in disaster zones. Mass deployment of packs, dispersed by aircraft, reduces the risk of conflict while distributing the supplies to the right people at the right time, in an unclustered "micro delivery" pattern.
We developed a media kit along with two print campaign executions to create excitement and awareness for this new life-saving technology.
SITUATION
TARTA wanted a campaign to show how valuable its service is to riders and non-riders alike in the Toledo area. Including businesses who rely on TARTA for bringing in customers; elderly persons who depend on TARTA for getting to their doctor’s appointments and pharmacies; and disabled persons who lack the ability to drive.
RESULTS
Its Paratransit service (TARPS) saw an immediate increase of 35,260 of passenger trips for 2010, and set a new monthly record during January 2011, when usage exceeded 20,000 passenger trips for the first time in the service’s 22-year history.
ANNUAL REPORT DESCRIPTION
Turning Point Brands asked that we take a fresh look at their annual report and consider the full line of products in their portfolio. With the 2016 Annual Report, I took a very simplistic and clean pass with the core products being the main focus.
SITUATION
Mercy Health had never promoted their orthopedic service line. They have highly capable programs in Grand Rapids and Muskegon, Mi, but public awareness was very low. Our charge was to create a simple campaign that promoted faster discharge times, rapid recovery, and customized care to get you back better, stronger and faster.
SOLUTION
"Getting back sooner" is a common message with hospitals wishing to promote their orthopedic services. So part of the challenge was to offer up a fresh approach as this campaign demonstrates. Radio and online were created to deliver the message and as a result, admissions were up substantially following this campaign.
We launched the all-new MAZDASPEED6 emphasizing engineering and technology. These ads demonstrate that this car is built for those who want more than just a sedan. They want the performance of a BMW in a realistic price range. One of the most fun shoots I’ve ever been on. Who wouldn’t want to throw a prototype car into a power slide going over 100 mph in the desert?
The Ohio Lottery came to us wanting to create a package deal for it’s larger ticket players. Smaller budget to be used in store with video and posters. We created this package deal to play in-store accompanied with oversized newspaper placements, posters and shelf talkers.
The decision journey of a bariatric surgery patient can last a year or longer. So we knew our approach to messaging would be critical to the success of this campaign, designed to increase interest in ProMedica’s weight-loss solutions, including bariatric surgery. The campaign was needed; historically ProMedica had experienced a 50% no-show rate among those who registered to attend a ProMedica Weight Loss information session. That statistic told us they were intrigued by the prospects of bariatric surgery, but uncertainty about taking such an important step was holding them back.
So, we developed a campaign that encouraged them to move forward.
The campaign had multiple goals, including increased consumer engagement on all ProMedica Weight Loss web pages, increased registrations and reduced no-show rates for bariatric surgery seminars and, ultimately, an increase in bariatric surgery volume.
The Ohio Lottery was launching a new roulette-style game called The Lucky One (TLO) to run between existing KENO draw shows. The objective was to create interest among younger audiences who were intimidated by the perceived complexity of KENO. We needed a campaign that can compete with the multitude of other channels vying for our target audience’s short attention span so we created a spokeswoman who had a retro, yet modern day look. There’s a playfulness in how she reacts with the typography and graphics that is very appealing, impactful and memorable.
Many of us are already familiar with the warning signs of a heart attack. But what about the early signs – and there are many – that when treated early can prevent heart disease down the road? This campaign focuses on what those predictors are and why it’s so important to see a Mercy Health physician if they think they’re at risk. Especially considering it’s the first step in getting access to life-saving treatments, advanced technologies and procedures provided by the team of heart experts at Mercy Health.
