Winning Healthcare and Pharma Gold in The Drum Awards for Marketing Americas is StrawberryFrog and Northwell’s Holiday Campaign. Here is the award-winning case study. Objective The holidays always bring a raft of entertaining, inspiring, and moving TV spots from brands like Amazon, Apple, and – most famously – the UK retailer John Lewis.
Often borrowing a fairy-tale format to land a message of good cheer, such brands tend to have shiny new products that make for an intuitive holiday connection – ‘think of us for gifts for the ones you love!’ But how might a healthcare system channel the good vibes of the season in ways that amplify joy for the audience and brand love for the provider? This was the challenge we set for ourselves. Northwell’s brand platform, Raise Health, has elevated the brand in NYC’s highly competitive market by communicating in ways that don’t look or sound like a traditional health system. This strategy has been successful in clinically focused work, mission-driven messaging, and socially progressive efforts to which the brand is deeply committed.
But the holidays are another matter altogether – and not the most natural fit for a large hospital system. Insight Working closely together, Northwell’s in-house team and agency partners StrawberryFrog began to think about how Raise Health might flex in a holiday-relevant fashion. We began with the core brand DNA of optimism, and added the spirit of challenging the status quo embedded in Rai.
