Catholic Health, Western New York’s largest healthcare provider, was looking for a new agency, and sent the call out for pitches. While shop after shop marched in with presentation decks and descriptions of what their campaign would look like, FIFTEEN took a bolder approach: We went out and produced an entire television ad on our own.
Upon hearing of the opportunity with Catholic Health, the team at FIFTEEN bunkered down and dedicated themselves to winning the client. What could we do that would stand out? All hospitals tout similar messaging; award-winning care, quality patient experience and so on. We challenged ourselves to focus on the most compelling factor for patients when it comes to choosing where to receive care: Assurance that the life they want to live, with those they love, can continue after their treatment. Armed with our own in-house production team and gear, including a drone, along with an idea we knew would best shine in execution as opposed to explanation, we took the risk of creating the spot ourselves.
What resulted was the Catholic Health Little Victories campaign, a series of four clean, simple, beautifully executed spots with relatable messaging and a subtly clever, heart-swelling twist at the end. The spots drove traffic to a new, responsive website that detailed the care received by four main characters, each representing one of the four main service lines Catholic Health prides itself on. Complete with custom photography and original content, the site told more intimate stories about how Catholic Health’s quality care is delivered.
Not only did FIFTEEN win over the client, Catholic Health loved the spec ad so much that they kept it as-is. It launched the campaign and set the tone for the system that endures in our partnership today.