Wockhardt Group, the award-winning, global pharmaceutical and biotechnology organisation, launched its flagship multispecialty hospital, New Age Wockhardt Hospitals in Mumbai Central on November 7. The twenty-one storeyed, state-of-the-art, tertiary care hospital is Wockhardt Group’s largest flagship hospital with 350 beds, a dedicated heart institute and a hundred beds solely for critical care. The campaign was targeted at SEC AB, Male/Female, across all age groups, primarily residing in the key catchment areas, in the hospital’s vicinity. Our goal was to create an impactful launch & post-launch awareness drive that generated top of mind recall for the hospital in their relevant target audience.
Launching the Gift-of-Life: On the launch day, the magnificent, 220 ft. tall, hospital building resembled a gigantic gift-box, swathed in giant red silk ribbons. A rappelling expert deftly slid down the building façade and untied the silk bow, thereby marking the grand opening, witness by half a thousand special invitees comprising of press and media personnel, head honchos of Wockhardt Group as well as associated doctors and specialists.
Apple-in-the-Box goes places: Little red boxes, branded with relevant messages and key brand communication contained apples – which since time immemorial, have been a symbol of good health. The quirky slogan read – "An apple a day keeps the doctor away, but should you ever need us, we’re just a call away".
Cabs plying in the area were branded with the Life Wins messaging and an apple box handed over to each commuter as well.
Mumbai domestic airport was identified as another key touch-point for the drive, and had large red boxes encasing the smaller red ones placed on the conveyor belt at the airport, urging people to pick them up.
Outdoor included 110 bus shelters and 35 billboards in 5 km radius of the hospital. The campaign was amplified and promoted using local FM radio during the 2-week period as well as print to create mass reach for Mumbaikars.
While around 50,000 people were directly reached through the awareness drive at South Mumbai touchpoints – residential societies, multiplexes, airports, corporate offices and branded cabs. Life Wins was the most seen campaign in the 5 km radius of Wockhardt Hospital. The launch and awareness drive earned the much needed coverage from the likes of TOI, Financial Express, Agency FAQs, Indiainfoline, Pharmabiz to name a few. The resounding word of mouth and PR-positivity of the drive touched lacs more.