The Africa Health Placements Campaign is Meant to be Heard by Doctors Only
Meghan Young — February 15, 2013 — Lifestyle
References: boomtown.co.za & psfk
Ad campaigns are often tailored to target a specific demographic, but the Africa Health Placements campaign takes that strategy to a whole other level. In a clever attempt to have the ear of foreign doctors, it involves a special delivery that can only be properly accessed with a stethoscope, a basic tool for any doctor.
Created in collaboration with Boomtown, a strategic brand agency based in South Africa, the Africa Health Placements campaign involves a pressure-activated device that directs doctors to place their stethoscope on it. Pressing down on the device activates a low frequency MP3 is activated which is only audible through the stethoscope.
The Africa Health Placements campaign deservedly won a silver Clio Healthcare award.
Created in collaboration with Boomtown, a strategic brand agency based in South Africa, the Africa Health Placements campaign involves a pressure-activated device that directs doctors to place their stethoscope on it. Pressing down on the device activates a low frequency MP3 is activated which is only audible through the stethoscope.
The Africa Health Placements campaign deservedly won a silver Clio Healthcare award.
Trend Themes
1. Targeted Advertising - Using specialized tools or devices to deliver advertising messages to a specific audience.
2. Interactive Marketing - Creating engaging and interactive experiences to capture the attention of consumers.
3. Multisensory Marketing - Incorporating multiple senses, such as sound, touch, and visuals, to enhance brand communication.
Industry Implications
1. Healthcare - Opportunity to use innovative delivery methods to target doctors and healthcare professionals with important information.
2. Advertising - Potential for agencies to create unique and interactive campaigns that stand out in a crowded market.
3. Technology - Opportunity to develop new tools or devices for targeted advertising, utilizing techniques like pressure-activated audio.
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