Our new campaign for The Harley Medical Group features a strategy based on trying to achieve cut-through and increased brand awareness in what is undoubtedly a very cluttered category (where, unusually, we found that engagement was very high, but individual brand awareness was low).
‘Founded on Care’ drives a shift from advertising which holds a mirror up to the customer (e.g. ‘get the body you always wanted’), to advertising which is all about what the brand has to offer them. Spanning print and digital work, the campaign pairs premium, editorial-style photography with disruptive headlines (e.g. ‘We believe the customer isn’t always right’), helping it achieve a great deal of stand-out in a sea of sameness.