award winning
How smoking children set the phone on fire.
Client:
Michigan Department of Community Health
Problem:
With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before but were unsuccessful. We needed an unexpected approach to make them listen.
Solution:
We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to over 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.
How we gave Covenant a brand for all ages.
Client:
Covenant HealthCare
Problem:
Covenant needed a new campaign that set it apart in an increasingly competitive hospital environment. The campaign had to increase positive awareness and determine Covenant's key differentiator–its comprehensive care you can depend on through every life stage.
Solution:
We rebranded Covenant as "Extraordinary care for every generation." Call center volume and website visits increased exponentially, and the campaign received positive internal support. The brand TV spot won a Silver award in the prestigious Healthcare Advertising Awards.
How we kept gamblers from losing it all.
Client:
Michigan Department of Community Health
Problem:
As gambling continued to become more available in the state, the Michigan Department of Community Health was looking for a way to reach people with potential gambling problems. MDCH wanted to offer confidential, 24-hour counseling support for those who gamble more than they can afford to lose.
Solution:
We created a dramatic and emotional campaign that included television, print and interactive rich media. Our expandable rich media alone generated over 1.2 million impressions in less than six months, and an average expansion rate of 6.44%, considerably higher than the industry average of 1.6%.
How bringing the audience to tears made our client smile.
Client:
St. John Health
Problem:
St. John Health, a nine-hospital health system, needed a strong, unifying brand. The hospital needed a greater emotional connection to its audience and an increased brand differentiation to set them apart in the extremely competitive Southeastern Michigan marketplace.
Solution:
We promoted positive awareness of St. John Health and their dedication to treat the whole person: body, mind and spirit. Our poignant TV and radio spots made listeners cry, but it also made them call–along with increased physician referral volumes, we significantly increased web/call center traffic.
How a Comcast microsite enlightened Chicago.
Client:
Comcast-Chicago
Problem:
Comcast was in the throes of launching new products and battling major competitors for market leadership. Brogan was to amplify Comcast's traditional advertising campaign to include interactive digital and establish a brand presence with a hard-to-reach, web-savvy target audience.
Solution:
We created the guru campaign to help guide consumers on the path to technological enlightenment. With over 23,000 visitors, the guru microsite captivated potential customers with Comcast's "Triple Play" product benefits and persuaded them to convert to the brand. Comcast retained its dominant leadership in the Chicago market.
How our ads in restrooms got careers out of the toilet.
Client:
ClickOnCareers.com
Problem:
Despite the dramatic growth in the number of "technical" jobs available in Southeastern Detroit, there was a shortage of "technical" workers in the area. ClickOnCareers was created to link potential employers with training, education and future employees.
Solution:
We created awareness among high school students and graduates about ClickOnCareers.com. From restroom posters to bar coasters, we used traditional and guerilla advertising tactics to increase the number of technical and skilled laborers in the area. The site obtained an average of 9,000 visitors in the first three months.
How a strike-out stroke campaign hit a home run.
Client:
North Carolina Department of Health and Human Services
Problem:
At-risk demographics in certain counties of North Carolina had no idea what blood pressure numbers meant. We had to educate the target audience about heart disease and stroke prevention by informing them about proper blood pressure levels and how to identify the warning signs for stroke.
Solution:
We offered a memorable and informative campaign–82% of respondents to a post-campaign survey could describe the television commercials. 92% of respondents said they would immediately call 911 if they experienced stroke symptoms. Awareness of lesser-known stroke symptoms jumped about 25%.
How we helped a hospital live in the moment.
Client:
The Christ Hospital
Problem:
The Christ Hospital had never gone through a branding process to develop itself as a whole. As the most preferred in the region, The Christ Hospital needed to develop a consistent brand personality and define itself as a leader. We had to introduce and create positive awareness for the new brand.
Solution:
We tapped into both the physical and emotional side of The Christ Hospital–they are dedicated to providing not only the highest quality care, but also the highest quality of life for even the sickest patients. Our campaign increased both call center volume and website visits.
How we doctored up a physician recruitment campaign.
Client:
Oakland County Medical Society
Problem:
Oakland County Medical Society needed a marketing partner that could support their long-term mission as the "voice of physicians of Oakland County." We had to develop consistent, branded strategies that increased young physician membership while retaining established physicians, all on a tight budget.
Solution:
We created a new, vibrant brand that included a logo, theme line, facebook engagement ads, lounge posters and eBlasts to doctors, linking them to the recruitment microsite. There were over 400 visitors to the site within one month of the launch and very positive feedback from physicians.
How we led seniors to the fountain of youth.
Client:
LifeSecure
Problem:
LifeSecure was a new company launched by Blue Cross Blue Shield of Michigan. There was a lot of confusion about long-term care insurance, and many didn't know what it was. We needed to launch the LifeSecure company and educate customers on the need for and benefits of this kind of insurance.
Solution:
We created an integrated campaign with a website, brochures, tradeshow signage and giveaways to convince consumers that LifeSecure is the only long-term care insurance that would create a simple and worry-free future. We received a very positive internal response, in addition to positive feedback from the agent community.
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