Know Your Bones

PROJECT: new brand development
CLIENT: OSTEOPOROSIS AUSTRALIA

A JOINT INITIATIVE FOR FRACTURE PREVENTION

In 2016, the Garvan Institute of Medical Research (GIMR) and Osteoporosis Australia (OA) joined forces to launch a state-of-the-art, online fracture risk assessment tool. The aim, to drive consumers to take a simple online test, identify their risk and discuss the results and recommendations with their GP.

As the appointed agency, engineroom's tasks encompassed:
- All brand and identity development, including name and identity validation via market research.
- Development and implementation of a national communications launch plan within strict budget limitations.

Being a not-for-profit, our client was extremely cost-sensitive and could not be seen to have any unnecessary expense leakage. Engineroom wAS challenged to think outside the box and develop a design and campaign strategy to reach its 50+ target market and encourage the call to action of taking the online assessment, all in an economical way.

Identity Concepts

The Engineroom team brainstormed naming and tagline options, and EXPLORED BRINGING THESE TO LIFE WITH logo concepts.


safebreak-lessbone-access love-bonesknow-bonescatch-break

Research Concepts

wIn consultation with the client, engineroom narrowed down the three preferred concepts. Focus Group Research was undertaken to understand consumers associations with bone health, ensure the brand and language featured was user friendly as well as ensuring the look and feel of the brand and website were appealing and motivating to the target audience.

catch-a-bearkbreak-lesshome-assess

,The NAME EVALUATION SCORED KNOW YOUR BONES HIGHLY ON APPEAL AND RELEVANCE AND GROUP ENGAGEMENT,

The research results indicated a clear direction was preferred in terms of naming, tagline AND COLOUR. THE VISUAL IDENTITY NEEDED further EXPLORATION and development, AS THE 'BONE' SYMBOL WAS SEEN TO BE AMBIGUOUS in research. 

know-your-bones

Brand guidelines

WHEN the brand identity was finalised the Engineroom team produced Brand Guidelines and a tool kit to share with partners and suppliers for the launch and campaign rollout. this ensured all stakeholders had all brand elements and instructions for correct execution across different project components.

colours

primary
BluePantone 2226c
C60 M0 Y23 K0
R000 G204 B209
#00CCD1
PurplePantone 258c
C51 M79 Y0 K0
R140 G71 B153
#8C4799
secondry
OrangePantone 151c
C0 M60 Y100 K0
R255 G130 B0
#FF8200
GreyCool Grey 8c
C23 M16 Y13 K46
R136 G139 B141
#888B8D

Images

COLOURISED IMAGES

Our preference is to use colourised images, allowing a consistent look to all know your bones branding and collateral. This will help with brand recognition. Use /../images that are positive and show happy, active people between the ages of 40 and 65.

Colourised images are to only be overlayed with the specified primary blue colour.

colourised-img
water-sking-menmen-with-women
women-kissingsketing

Fonts

primary
For use on applications such as:
  • advertising collateral
  • business cards

Amsi Pro

  • Regular
  • Horizontal scale: 90%
  • Tracking:25

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()
  • Black
  • Use for Heading

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()
  • Italic
  • Use for highlighting words
  • should print purple

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()
secondry
For use on applications when the primary font is unavailable to use such as:
  • Microsoft Office documents

Myriad Pro

  • Regular
  • Only use if primary font is unavailable

abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz 123456789!@#$%^&*()

Logos

Minimum Print size

 

ALTERNATIVE LOGOS

Our preference is to use the primary logo allowing a consistent look to all know your bones branding and collateral.

If the logo is to be placed on a purple or blue background, these alternative logos may be used.

men-with-logo

Brand collateral

Engineroom managed design Rollout and print across brand collaterAl for ongoing support beyond the launch campaign. 
This included flyers and posters for GP surgeries, Print advertising, exhibition banners and posters, and ongoing digital advertising for targeted websites, as well as sponsored articles in newsletter mailouts.


Launch and 12 month communication campaign

The Engineroom team were responsible for sourcing suitable targeted advertising options that worked within the budget, for the continuation of the one year period. The result was an outside-of-the-box plan that yielded strong results from an often difficult to convert demographic, who are normally reached through too expensive and more traditional forms of advertising.
This 55+ target, we discovered, are reluctant to trust and follow a path where the call-for-action came from a source they didn't see as reputable. Knowing this, and understanding that a digital campaign could be the most cost-effective, we sought out senior groups with online presence that had a large database of subscribers we could reach directly.

This Campaign included:

Print:

Advertising in strategic publications that reflected:






Lifestyle choices:

Open Road, RACQ, RACV, RACW (combined reach of over 4.3 million)


DIRECT TARGET MARKET:

Seniors Card Discount Directories in both NSW and South Australia (650,000 and 365,000 respective reach)


Osteoporosis risk factors:

Coeliac Magazine
(reach of 20,000)


DIRECT TARGET MARKET:

Seniors Card Discount Directoriesin both NSW and South Australia (650,000 and 365,000 respective reach)


GP Direct Advertising:

Print advertising in publications such as Medical Observer, Australian Doctor and 6 Minutes

digital - web:

Banner Advertising & Editorial on target websites:


594,466 IMPRESSIONS
4,162 CLICKS

OVER 60 ONLINE
estimated target reach of over 60,000 members
FAIRFAX SITES
EXTENDED REACH WITH leaderboard banners across all Fairfax sites
mac-desktop

DIGITAL - EDM:

Sponsored articles and advertising on EDM's


macbook

3, 535 DIRECT SESSIONS

Seniors Card NSW Subscribers EDM

estimated target reach
of 300,000 members

44% OPEN RATE

Your Life Choices Weekend EDM

estimated target reach
of 185,000 members

Radio:

Live reads by a selection of the nations high-profile talk back announcers FOR THE WEEK OF THE LAUNCH. AS WELL AS PRE-RECORDED RADIO ADVERTISING for a six week period during and after launch. this ran with the top ranking radio stations for the 55+ in each state, including:


RAY HADLEY

NSW & QLD
(185,000 + listeners)

3AW

VIC
(620,000 listeners)

6PR

WA
(250,000 listeners)

5AA

SA
(250,000 listeners)

Whilst not endorsements, the implication by association in this demographic is of great value

ANIMATED INFOGRAPHIC:

Our team designed and built a 60 and 90 second animation to educate the consumer on how easy it is to use the online assessment tool. This animation was utilised in a number of wayS


Medical Media screens
located in the lunch and communal areas of over 600 medical centres reaching GPs, Practice Nurses, Receptionists and Practice Managers

youtube

8.2K VIEWS

custom-preview

Social Media:

Having identified a large number of Facebook users who fitted our target criteria, we opted to run 6-12 month Facebook advertising campaigns:


website clicks campaign, video campaign and re-marketing campaign (creation of look-a-like audience from various databases).

Having a good portion of the budget set aside for digital marketing aided the success of the project. The flexibility allowed us to review our online stats monthly and tailor advertising around specific events that can boost traffic to the site, such as World Osteoporosis Day in October, or shift spend to channels performing stronger.

We also opted to advertise on YouTube to obtain engagement through video using our educational and informative animation. Given saturation is lower in this market it can be very cost effective with one view costing as little as 15c.

Our aim was to educate through video and re-market them to Facebook, to get them back to the site to participate.

Osteoporosis Australia worked with engineroom on the development, launch and promotion of our national program Know Your Bones. The agency is not only professional and creative but go the extra mile to solve problems and achieve results.

The team at engineroom are a pleasure to work with and they successfully managed multiple partners involved in the project, exceeding expectations.

Melita Daru
Marketing Manager

Osteoporosis Australia