Presbyterian, the largest Health Services Company in New Mexico, is a 100+ year-old company with altruistic roots. The soul of the company is based on its founders’ example of selfless care.
Elements of a new branding effort were introduced with an unprecedented media plan of five-second TV spots that called “blinks.” During the first weeks of the blinks’ running several viral activities occurred, including street teams who spread across the city of Albuquerque doing good deeds to make people feel better.
The campaign revealed Presbyterian as the sponsor approximately one month after the blinks began, when an anthem TV spot aired.
Eleven months after the launch of the f:b campaign a best service survey was completed that indicated Presbyterian was viewed as dramatically superior to its competition.