WHERE BABIES COME FROM

Bronze Spike

Case Film

Presentation Image

TitleWHERE BABIES COME FROM
BrandGENEA
Product / ServiceIVF AND FERTILITY SERVICES
CategoryE01. Direct to Patient
EntrantCHE PROXIMITY Melbourne, AUSTRALIA
Idea Creation CHE PROXIMITY Melbourne, AUSTRALIA
Media Placement CHE PROXIMITY Melbourne, AUSTRALIA
PR CHE PROXIMITY Melbourne, AUSTRALIA
Production CHE PROXIMITY Melbourne, AUSTRALIA
Production 2 DIVISION Sydney, AUSTRALIA
Post Production CHE PROXIMITY Melbourne, AUSTRALIA

Credits

Name Company Position
Nicole Papoutsis Genea Head of Brand and Marketing
Alice Ross Genea Corporate Communications Manager
Karen Sivieng Genea Digital Co-Ordinator
Elizabeth Gosch Genea Corporate Communications Manager
Phillip Kim Genea Graphic Designer
Chris Howatson CHE Proximity Chief Executive Officer
Ant White CHE Proximity Chief Creative Officer
Renee Hyde CHE Proximity Managing Partner
Cameron Hoelter CHE Proximity Executive Creative Director
Richard Shaw CHE Proximity Creative Director
Jeremy Hogg CHE Proximity Creative Director
Fee Millist CHE Proximity Senior Copywriter
Darren Cole CHE Proximity Head of Design
Trent Michael CHE Proximity Senior Designer
Sebastian Perez de Arce CHE Proximity Senior Designer
Reece Lawson CHE Proximity Digital Design Lead
Nicholas Biggs CHE Proximity Account Director
Judy Crema CHE Proximity Senior Account Director - PR
Nick Zonnios Clemenger BBDO Head of PR
Lauren Hunt Clemenger BBDO Senior Business Director - PR
Katherine McCulloch CHE Proximity Research Marketing Manager
Holly Alexander CHE Proximity Director, Strategic Production
Elena Szymanski CHE Proximity Broadcast Producer
Anna Boucaut CHE Proximity Technology Project Manager
Sebastian Bennett-Leat CHE Proximity Technology Project Manager
King Yong CHE Proximity Senior Editor
Patrik Fagard CHE Proximity Creative Technologist
Andy Stewart CHE Proximity Creative Technologist
Mike Deane CHE Proximity Chief Media Officer
Tim Russell CHE Proximity Head of Strategy, Media
Anna Longson CHE Proximity Integrated Planner
Yenfei Tan CHE Proximity Addressable Manager
Katrina Anastasi CHE Proximity Digital Executive

Why is this work relevant for Direct?

This work is relevant for multiple reasons. Our launch creative was launched directly to our target audience (the IVF community & patients) with a CTA for them to share it or order the book (see creative idea). Essentially this action turned them into one of our media channels. The campaign was structured in two ways, brand (prospecting) & category awareness and performance layers (conversion) to ultimately influence & drive bookings. This second layer was largely driven by performance & retargeting to carry our audience through the funnel to inevitably book a Genea consultation.

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

In Australia, we are limited by some key restrictions around healthcare advertising. Advertising regulations dictate that we cannot solicit any patient testimonial whatsoever within the communications. Moreover, we cannot be interpreted as giving any form of medical advice in consumer-facing advertising.

Describe the target audience and why your work is relevant to them.

Our targets were those in the market for IVF and Healthcare professionals. For both, we needed to increase Awareness and Consideration of Genea. To do this we designed our work to make a distinctive brand statement while at the same time extending through the funnel and driving further customer engagement.

Background

Genea, a world-leading fertility clinic, saw their Australian market share slipping. Once an industry leader, their competitors’ share of voice had increased and relegated Genea to the middle of the pack. To make matters worse, IVF advertising in Australia is a sea of sameness with brands following the same category conventions. With brands and their marketing interchangeable in the minds of patients, media budgets play a huge factor in market share. Unfortunately, Genea’s media budget meant we couldn’t outshout our competition, so the only option was to outthink them and find a way to make Genea a market leader once again. Our brief and objectives covered four points: Drive an increase in Genea consultations & web traffic Make Genea top of mind among the IVF audience Broaden awareness of the brand outside those currently thinking about fertility treatments (especially among a younger demographic) Reaffirm Genea as a market leader

Describe the creative idea (30% of vote)

When it comes to conception, society still focuses on natural sex between a man and a woman. Yet 1 in 20 children are conceived via IVF. But with a lack of public acknowledgment that this is a normal way to have a baby, people with fertility issues feel stigmatized and unable to talk about it. To make Genea top of mind among patients and drive action, we wanted to break this stigma. So we rewrote the story of ‘Where babies come from’ and made IVF as natural as sex. It launched with a playful, yet provocative social film and a children’s book that told our version of where babies come from. We released them directly to IVF patients with a CTA to take part in the campaign. Many felt empowered to break their silence for the first time. The story continued across patient touchpoints resulting in more patients booking consultations.

Describe the strategy (20% of vote)

Our core target audience is broad, anyone requiring a fertility specialist, with a focus on females 25-49. But it’s important Genea is inclusive for anyone needing fertility help — no matter age, gender, or sexual orientation. Our strategy was to engage the IVF community in our campaign, the social film and book were released to them first. From here the campaign used a large media mix. High impact video placements captured our audience within relevant & engaged environments, increasing overall brand & category awareness. Data gathering via our broad prospecting layer was then incorporated into performance & retargeting layers to efficiently & effectively drive our audience to inevitably book a consultation. Our CTA changed depending on the role of the communication. At an awareness level, it was to share our story and help remove IVF stigmas. In performance, the CTA was to book a consultation.

Describe the execution (20% of vote)

We launched in September 2020 with the main activity continuing until January. Although our story is always there to be shared. The social film and book kicked-off the campaign, being directly shared with our IVF community (patients past and present). From there, they themselves became the media channel. The story was also told across multiple channels including high-impact video placements to generate reach & awareness, supported with highly targeting digital & social amplification to further build reach & frequency and drive conversion. The campaign was structured in two ways, brand (prospecting) to increase overall brand & category awareness and performance layers (conversion) to ultimately influence & drive bookings.

List the results (30% of vote)

We started in the IVF community, but soon the story of where babies come from was being talked about in the wider community and was covered by national TV news. This resulted in an earned media reach of 5.1 million. (In Australian terms, that’s ¼ of the population). We reached 92% of our target audience on social media and increased patient engagement by +27% MoM leading to an increase in site traffic increased by 121%. Importantly the story of where babies come from was no longer just about natural conception. Genea managed to broaden the story to include IVF too.

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