Helping 'Weekend Warriors' get back on their feet
We work so hard through the week, we deserve to play hard over the weekend. When we find ourselves reliving our glory days through social sport or using our house reno as a creative and active outlet—sometimes it can be at the risk of our safety. Ramsay Health Care knows accidents happen, and they asked us to help them showcase how their holistic orthopaedic care services get 'Weekend Warriors' back on their feet.
Challenge
Ramsay Health Care asked us to help develop a campaign to promote their orthopaedic services across their network of hospitals. The campaign served to educate the target market on what makes Ramsay’s orthopaedic offerings special, while also calling them to check whether their health insurance covers Ramsay hospitals.
The spark
Using Ramsay’s target market of orthopaedic patients in their 40s and 50s, we created the ‘Weekend Warrior’ characters: everyday people who take on their alter ego when the working week is over. The social sports star who pushes themself to go for that bicycle kick or elaborate jump pass. The reno kings and queens who love Bunnings outings and would never pay someone else to do work around the house that they could do themselves.
Creative
There’s an ocean of campaigns out there from medical brands that all look the same—clinical and serious. Ramsay stepped outside of the same-same and opted for more lively, exaggerated shots of Weekend Warriors in action, being injured and seeking care from a Ramsay hospital.
Outcome
With fresh, exciting and relatable action shots complemented by copy that captures the work-hard-play-hard lifestyle, our campaign for Ramsay cut through to the market with personality and an element of surprise.