Rolling Out Wellness
- Campaign
- Product Launch
- Client
- Cleveland Clinic 360-5
- Category
- Healthcare
- Tactics
- Integrated Campaign
Objective
Cleveland Clinic has been consistently rated among the Top 5 hospitals in the U.S. For the first time, the company was introducing an autonomous brand around wellness. The initiative named 360-5 (360-degree wellness, 365 days a year) would primarily exist online, providing medically backed wellness advice, guidance and purchasable programs involving a balance of mind, body and food content. Adcom task was to establish the new concept on both local and national levels, drive the audience to the website and assist in strategies to drive online sales of 360-5 wellness products and service.
Target
Wellness seekers and people with chronic conditions.
Components
The campaign, appearing in print, outdoor, broadcast and online media, was rolled out in two phases. Phase one involved a teaser message which simply revealed the curious numerical-based URL 360-5.com and introduced the iconic green apple image. Phase two involved the same media channels, and also involved guerilla tactics including on-the-street handout of green apples with URL label attached to thousands of pedestrians across Northeast Ohio. After the media splash, we set to driving online sales through in-depth search engine optimization (SEO) activities, contextual banner advertising (online sales messages placed only on web pages with relevant wellness content) and development of an online store.