Client:

AtlantiCare - South Jersey.
This campaign captured First Place Award with the NJ Ad Club.

Situation:

Enhance AtlantiCare's medical standing, break through the "sameness" of healthcare marketing and foster internal pride, all while maintaining a caring, community-oriented image.

Strategy:

• Create a re-branding campaign utilizing a strategic mix of television, print, and out of home (OOH) media.
• Produce two television commercials.
• Support the television campaign by print and outdoor advertising that utilizes double entendre, attention-grabbing headlines.

Results:

• AtlantiCare and its physicians have seen a positive increase in awareness and patient bookings, while physicians and staff have been re-energized.
• Key AtlantiCare partners have asked to utilize Masterpiece for joint marketing campaigns.