THE TASK
The aim of the campaign was to attract maximum attention nationwide to the Paracelsus Clinic Golzheim as a specialist urological clinic.
The Concept
Men in particular should be addressed. Because they are more frequently affected by urological problems, but more reluctant than the average person to go to the doctor and for preventive care. On the other hand, it is often women who motivate men to take care of their health. The campaign should therefore ultimately appeal to and motivate both men and women.
The Execution
The collection of ideas began with a workshop in which the clinic management and directors took part. The research questions were: What is going on in those affected? How do they talk about it? How do they look for and find further information? How is the topic communicated worldwide? And what criteria do patients use when choosing a urology clinic?
It soon became clear that the clinic’s excellence as “one of the largest specialist urology clinics in Golzheim” needed to be communicated. And it has to be a campaign with humor.
How it works
How it works: The speech should be provocative, emotional and linked to a clear call to action. Nobody likes to talk about bladder weakness, prostate or urinary stones. The most awkward expression “I’ve got down below” shows that you are embarrassed. When a cool guy says that, it has a funny effect. But it’s also touching – you can identify with the poor guy. (There were mainly men in the pictures).
the result
Several motifs in which a man or a woman in their prime and in the middle of life say that they have “down below”. For example: The cool bouncer: “It’s too bad when only my humor is dry. “I’ve got down below”. The craftsman in overalls: “It’s too bad when the tap only drips…”. Plus telephone number and website for quick contact with the clinic.
The success was and is immense: to this day, the clinic receives numerous appointment requests as a result of this campaign and has recorded an above-average increase in patient numbers.
