The most innovative work happening in healthcare is happening at the University of Colorado Anschutz Medical Campus. But unless you’re a resident of Colorado, there’s a good chance you’ve never heard of this amazing place. Our challenge was to bring together the entities of the Anschutz campus – the University of Colorado, UCHealth, and Children's Hospital -- and share their message with the world. We need to define a unified brand with a singular voice that would speak authoritatively to physicians, opinion leaders and students. To answer that challenge, the campus's first-ever national ad campaign was developed.
The “This Is Breakthrough” campaign highlights the life-changing treatments that are transforming health care and the visionaries behind them. In order to do this, we recruited the campus' top doctors and researchers and documented them as they brought us into their world to experience where the walls come down and the best brains in the business are unleashed on some of the most challenging healthcare issues facing the world today.
To date, we’ve already exposed our target audiences to almost 100 million digital impressions and built a foundation of optimal frequency, media layering, and flighting to drive our awareness goal. Other successes include our online video completion rate of 75%, leading to over 14 million completed video views, which have driven 200,000 landing page sessions.
