At a time when healthcare is dominating the news, and many people are feeling concerned and apprehensive, Mercy Hospital wanted to extend a helping hand to the people of Sacramento to assist them in navigating the confusing process of Open Enrollment.
They turned to EMC Events for an out of home solution that would reach people on the streets in a personally engaging, fun and memorable way.
Mercy used a team of friendly and knowledgeable Brand Ambassadors riding Segways equipped with wifi capable laptops. This allowed people to log on to Mercy Hospital’s open enrollment website right then and there to get started! The team also had promotional items like t-shirts and frisbees that the audience could take with them as a reminder for later.
In addition to the Segway team helping consumers with open enrollment, Mercy also wanted to reach women and inform them about the Mercy Affinity Program. This program encourages women to help each other by sharing their stories and learning from the experiences of others.
To reach out to women, EMC mobilized a team of Kindness Ambassadors in Mercy Branded Attire to operate in the Sacramento area and promote the Affinity program by completing Random Acts of Kindness for women as they went about their daily lives. The acts of kindness included washing car windows, helping carry groceries, handing out bottled water, holding doors, providing hand sanitizers to moms with kids at the zoo, and giving away Starbucks gift cards. After performing a “kindness act”, Brand Ambassadors distributed promotional materials to let the women know how Mercy’s Affinity Program could continue to help them and others.
The mobility of the media meant that our Mercy teams could easily follow the crowds as they moved throughout downtown Sacramento. The unique nature of both types of media used created an environment which encouraged the audience to engage with the teams in a very positive, casual and comfortable way.
In addition, during the outdoor advertising campaign social media sites like Twitter and Facebook were used to create an online presence for the teams, and highlight their activities with real time updates.
This campaign reached Mercy’s audience in ways that were fun and friendly, while still delivering their key message, providing a helpful service, and prompting their consumers to engage on a deeper level. At EMC we specialize in finding new and exciting ways to put you in touch with your audience on a personal level! Contact us to find out more.
