| Title | CRACK BACK CARDS |
| Brand | BRISBANE CHIROPRACTIC CENTRE |
| Product / Service | BRISBANE CHIROPRACTIC CENTRE |
| Category | B02. Clinics, Hospitals, Retail & Facilities |
| Entrant | GPY&R Brisbane, AUSTRALIA |
| Entrant Company | GPY&R Brisbane, AUSTRALIA |
| Advertising Agency | GPY&R Brisbane, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Andrew Thompson | George Patterson Y&R | Executive Creative Director |
| Carl Lough | George Patterson Y&R | Art Director |
| Ash Kennedy | George Patterson Y&R | Copywriter |
| Michelle Short | George Patterson Y&R | Production Director |
| Todd Williams | George Patterson Y&R | Operations Director |
| Santi Drane | George Patterson Y&R | Retoucher/Studio Manager |
| Lynsey Murtagh | George Patterson Y&R | Account Manager |
| Phil Mcdonald | George Patterson Y&R | Group Managing Director |
| Ben Coulson | George Patterson Y&R | Chief Creative Officer - ANZ |
The Brisbane Chiropractic Centre needed to stand out as the Authority on all things back-related. We created Crack-Back Cards - a promotional business card that allowed prospective customers to pop one of the bubble wrap circles on the back - making the distinctive cracking sound of a good chiro session. The piece was live in cafes and inner city destinations for 4 weeks, and also provided a reminder for returning patients by being available on the front desk of the Centres. New Customer Enquiries were up over 20% during the Crack-Back Cards promotion.
The target market for this campaign was urban city professionals. They had a wealth of choices for their treatment, so we needed to provide a relevant point of difference. This was a local campaign based in Brisbane near to the Centres.
The strength of the idea was being able to produce a low-cost promo idea that completely owned the benefit of a chiropractor. Brisbane Chiropractic Centre wanted to be known as the leaders in their field, and this promotional activity helped then to achieve it.
New Customer Enquiries were up over 20% during the Crack-Back Cards promotion.
We knew people related an excellent chiro appointment with the distinctive cracking of your back. So we took that truth and turned it into a relevant promotional piece, able to be targeted easily to our city professionals. Crack-Back Cards used bubble wrap attached to a graphically illustrated spine image. Prospective customers could pop the bubble-wrap to make the distinctive sound of a back being cracked as part of a chiropractic session. We delivered the cards directly to local businesses and cafes over the 4 week promotional period.