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.
The Engineroom team brainstormed naming and tagline options, and EXPLORED BRINGING THESE TO LIFE WITH logo 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.
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.
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.
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.
If the logo must be smaller than the specified minimum, the skeleton may be removed
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.
In circumstances where only one colour is available these colour options may be used.
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.
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.
Advertising in strategic publications that reflected:
Open Road, RACQ, RACV, RACW (combined reach of over 4.3 million)
Seniors Card Discount Directories in both NSW and South Australia (650,000 and 365,000 respective reach)
Coeliac Magazine
(reach of 20,000)
Seniors Card Discount Directoriesin both NSW and South Australia (650,000 and 365,000 respective reach)
Print advertising in publications such as Medical Observer, Australian Doctor and 6 Minutes
Banner Advertising & Editorial on target websites:
Sponsored articles and advertising on EDM's
estimated target reach
of 300,000 members
estimated target reach
of 185,000 members
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:
NSW & QLD
(185,000 + listeners)
VIC
(620,000 listeners)
WA
(250,000 listeners)
SA
(250,000 listeners)
Whilst not endorsements, the implication by association in this demographic is of great value
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
facebook
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