The Campaign

With 34 years of history Mount Elizabeth Hospital, it is among the oldest private hospitals in Singapore. With this comes a perception, that it is expensive, inaccessible and old fashioned. A misconception that we seek to change. If we stood on a soapbox and shouted that we were affordable, accessible and current, nobody would listen. What we needed was to identify, attract and convert strong advocates of our brand within a very short window.We came up with Run for Cover - Singapore's first 24-hour team treadmill run. Tapping on the community to build teams of 8 ensured we maintained the level of camaraderie and sportsmanship reflective of our brand. So how do we give them a good reason to run? By providing 10 years of free health insurance coverage - we were able to introduce how with the right coverage you could pay as little as nothing when seeking treatment with Mount Elizabeth. Beyond that this gave us an opportunity to do good for the community - for every 30km run we were providing free cataract surgery to the needy. The campaign saw phenomenal response from the Singaporean community, and garnered great earned media coverage, eventually benefiting 117 needy.

The Brief

THERE WAS A NEED TO CREATE HIGHER BRAND AFFINITY WITH THE SINGAPOREAN MARKET. There were three key objectives that the brand have to address: 1. To dispel misconception that the hospital is expensive, and to communicate that the services of the hospital is attainable within their current means 2. To humanise the brand, and to make Mount Elizabeth Hospital a more personal brand that consumers can converse and engage with 3. To remind the hospital’s existing fans why they rallied around Mount Elizabeth Hospital as a brand in the first place

Creative Execution

BROADSCALE AWARENESS (15th April - 14th May) 1. Specific radio buys (Kiss 92 FM) 2. Half-page Full Color ads placed in our national (English and Mandarin) dailies (Straits Times, Zaobao) 3. A media conference targeted at the three largest daily publishing houses, and radio stations. 4. Targeted media buy proceeded with sports magazines (Menshealth, SHAPE) and selected titles (Simply Her, Health No. 1). TARGETED BUYS 1. Digital banners in 2 prominent running forums (Sg Run Club, Run Society) 2. EDM (Menshealth, SHAPE) 3. Boosted Facebook Posts 4. Video propagation through Youtube Truview 5. Direct mailers to local running clubs ON-GROUND RESONANCE 1. 40-strong Social Media Ambassador Team (Live event reporting) 2. Running Ambassadors & Bloggers 3. Live Radio Broadcast (Kiss 92 FM) 4. Invite to Media POST-EVENT 1. TV - Post-event coverage on Channel Newsasia 2. Post-event photos and video on Facebook 3. Half page full color thank you ad in our national dailies (Straits Times, Zaobao)

OUTPUT/AWARENESS Facebook: 4,502,614 impressions (CTR 1.00%, better than industrial standard of 0.50%) Youtube: 460,852 impressions Instagram: 1,792 posts High Affinity Buys: 707,469 impressions Consumer Attitude: (Knowing you can be covered, would you now be more likely to considering accessing expert medical care with no delays at Mount Elizabeth if you ever needed it?): Pre-campaign Yes' 35% to Post-campaign Yes' 75% KNOWLEDGE / CONSIDERATION: Post-campaign Earned Media: $2,052,697.50 (The campaign was prominent across radio, print, Facebook and TV in earned, owned and paid media one week leading up to the event, and one week after the event.) Facebook (Infographic on Insurance): 2,441 clicks, 226,522 impressions Post-campaign Favorable Mentions: Increase in 35% ACTION / BUSINESS IMPACT: Donations: 117 cataracts (for the needy elderly) (*the average runner ran 30km in a hot and humid environment, on lack of proper sleep and rest, which is almost equivalent to 55km in normal conditions) Facebook Post-campaign Posts: Engagement Rate approx. 85% Visits to Facebook Page: 300% (79 to 279)

The campaign culminates around the finale event of a 24-hour treadmill challenge in the middle of Singapore's shopping district, Orchard Road. 10 teams of 8 would need to run on treadmills for 24 hours, and the winning team would win 10 years' worth of healthcare coverage. Every 20km clocked on race day would also get a needy elderly a free cataract surgery, sponsored by the organization. The event was seen as the hardcore running challenge of the year. Therefore, the visuals were created to depict a determined female running away from a surreal environment. The background depicts a gloomy distant and harsh landscape, but the lighting suggests that she is running into clear weather and suggests hope. The event was promoted through high affinity media as well as executions that will capture their attention (dailies, magazines, radio, YouTube). The campaign also tapped into platforms that will directly communicate with the market (running forums, running ambassadors, Facebook, direct mailers).