Laser vision correction specialist LASERSIGHT Centres is launching a new campaign to capitalise on its leadership of the refractive surgery industry.
Created by J. Walter Thompson, the campaign aims to differentiate the LASERSIGHT Centres brand from its competitors by delivering facts about the procedure and LASERSIGHT Centres' expertise in a clean, medical style. The campaign will be educational in nature.
LASERSIGHT Centres will invest in excess of $800,000 in media throughout the eleven-month campaign, which kicks off in mid-November with print ads in national and metropolitan newspapers and lifestyle and business magazines.
According to Dean Powrie, Managing Director of LASERSIGHT Centres, JWT was appointed to develop a new campaign in response to a need to position LASERSIGHT Centres as credible medical experts.
"For a long time now the tone and style of existing advertising campaigns in the laser eye surgery category has not reflected how seriously people take their vision," Mr Powrie explained.
"Patients need to feel totally confident they will receive the best care. We wanted to move beyond the lifestyle clichés that dominate most existing campaigns and focus on our clinical professionalism."
The challenge for JWT was to develop a creative approach that would grab the attention of the target audience while engendering trust in the LASERSIGHT Centres brand.
The resulting print campaign is dominated by 'surgical gown green' and provocative headlines such as "We turn away 25% of our patients", supported by messages about LASERSIGHT Centres' category leadership, greater experience, higher professionalism and care with a long-term view in the body copy.
JWT copywriter Tim Shaw said the print campaign differentiates LASERSIGHT Centres as credible medical specialists.
"The headlines have a tone of superiority mixed with dry wit - rather like a surgeon's bedside manner," he said.
JWT was personally selected by Dean Powrie for its full-service capabilities.
The advertising campaign is supported by a local and national PR campaign that commences this month to reinforce LASERSIGHT Centre's positioning as Australia's leading laser vision correction specialist. The two-tiered approach will ensure that each clinic is promoted within its local market, whilst awareness of the LASERSIGHT Centres brand is raised nationally.
- Creative Director: Christine Feagins
- Art Director: Leah Boulton
- Writer: Tim Shaw
- Account Management: Kelly Hammond, Stephen McGrail
- Account Director: Amanda Prosser