TLC Healthcare
Australia’s first
MULTI-GENERATIONAL HEALTHCARE PRECINCT
The task
To create a disruptive and distinctive campaign that launches TLC Healthcare’s integrated care model. TLC Mordialloc is Australia’s first intergenerational care precinct and provided a unique opportunity to launch TLC’s complete brand offering to the public and establish a brand connection across a range of services (Early Learning, Health Club, Medical Centre and Aged Care) rather than just one.
The campaign signified TLC solidifying its place in the healthcare industry and building upon its profile of being an industry leading innovator.
The Approach
Position TLC Healthcare and its divisions to a broad audience generating intrigue and maximising brand recognition.
The creative execution was designed to engage in a memorable way, and disrupt the expectations and industry norms of healthcare. The supporting messaging “Live your best life with us” describes TLC’s service offering from infancy to old age, which is at the heart of what they do.
The Execution
The campaign was delivered to metro Melbourne within a geo-targeted radius of Mordialloc and broken down to different demographics across digital channels to suit individual service offerings. All marketing channels funneled traffic back to the campaign website where individuals could learn more about each division and respond to a specific call to action.
Media channels included out-of-home, digital (Facebook, Google and YouTube), radio, press and letterbox distribution. Split into 3 phases; YOLO, FOMO and OPEN, the messaging targeted brand awareness, precinct open days and operational launch respectively.
This subtle messaging shift ignited a sense of urgency to act before missing out on the precinct tour weekend or a place altogether at TLC Mordialloc. The campaign creative featured a consistent application of the headline across divisions in their sub-brand colour to maximise brand recognition.
Award Winning Campaign
