Mount Elizabeth Novena Launch
Mount Elizabeth Novena Hospital is the newest addition to the Mount Elizabeth legacy. This hospital marks a new era in specialist healthcare, featuring comfort in all single bedded rooms. Mount Elizabeth Novena provides quality healthcare within reach with enhanced hospital experience, delivering world-class medical services. As this new healthcare facility make its way to their first launch of world-class maternity ward, the launch event is one that would be highly sough for within the group of young parent in Singapore.
This launch event consists of detailed tour of the facilities for new and upcoming parents-to-be. The new launch focuses on the best start in life, to encourage more parents to consider this peace of mind delivering at Mount Elizabeth Novena.
Proposed Awareness Campaign - Print
Ads are designed to drive attendance to the Open House, the ad features a teaser element to build curiosity.
The concept explores the parallels of the MNH service offering and and attainable, within reach quality of service. These three ads showcase a mix of photography, overlay with stylistic illustrations. The approaches are comfort, tranquility and space.
To drive attendance to open house, we proposed banner placements at sites like singapore motherhood and simply her, some of the sites where mothers will visit more often. On the Mount Elizabeth Novena Facebook page where they have previously garnered tens of thousands of followers, we proposed to update the cover imagery with the key visuals as well as timely post updates to remind potential target audience about the Open house event.
For non tech-savvy potential target audiences outdoor media was one of the ways create awareness.
Additional proposal - APP
In order to ensure longevity of the campaign amongst potential target audience, an app was proposed to:
• Helps to drive people to Open House as well (e.g. via a calendar reminder in the app)
• Promotes the new maternity wards and strengthens brand presence
• Acts as a mom-to-be pregnancy tracker with unique features
Open House engagement proposals
At registration, we collate data for follow-up communication. Providing free Wi-Fi and reiterate the message of “Delivering Quality Healthcare”. Giving away free grab bags as a good will for the visitors at the same time provides pricing and package information for sales
generation. Here we seek sponsorship such as Guardian to drive association with well-known pharmacy brand.
Maternity Tours will provide the potential target audience with an experience of the hospital. Here they will build credibility for the service offering, tailored specifically for doctors and parents-to-be and at same time for questions and answers.
Key visual concept and production
As the proposed visual is too vague, we explored further into peace-of-mind into the ad. As the unique selling point is about privacy and sound proofing, these visuals involved to the idea of creating photos of families sleeping together with the use of towels and pillows to form an interesting composition of living a fantasy or tranquility.
The achievement after launch
1) Nominated ad of the month by Singapore Press Holdings
2) 2 months since launch, Mount E Novena has delivered the first 100th birth.
3) Successful event launch with massive crowd.