Maternity Services
Promotion of maternity services and hockey team affiliation
About the Client
Rex Healthcare, a member of UNC Health Care, is a private, not-for-profit health care system with 660 beds and a dedicated center for women's care.
The Challenge
How do you promote maternity services and a sports-team affiliation in the same TV spot?
Rex came to bp|d with a unique challenge: develop a campaign that would concurrently promote maternity services as well as communicate the health system’s partnership with the NHL’s Carolina Hurricanes.
Insight
Make the pro athletes more human
It’s endearing to see professional athletes sing or dance, especially if they are less than perfect. It humanizes them and makes us all like them even more.
The Strategy
Create a nursery mobile made of Carolina Hurricanes’ players who come to life
We created a 30-second TV spot of a nurse spinning a mobile made of toy hockey players to calm a restless baby. When the nurse leaves the room, the figurines come to life as actual Hurricane players dangling from the mobile who sing Brahms’ “Lullaby” to the baby. The spot ran on local TV, in social media and in the arena during games.
The Results
Massive exposure in local news and social media
In addition to airing during local TV broadcasts and at the hockey stadium during timeouts, the spot went viral, re-playing on local newscasts and throughout social media.
