CHALLENGE: The predominant medical evacuation service for 30 years in Western Pennsylvania was “LifeFlight”. That brand was a household name and it was often used as a verb in TV news (E.g, “Amel Stepanovich was lifeflighted to Mercy Hospital”) . Then, Stat MedEvac entered the market to compete, and it won several hospital contracts. So we needed to promote their arrival in a dramatic way.
SOLUTION: Showcase the logo on the underbelly of the helicopter as it flies overhead like a guardian angel. Write a powerful, emotional headline that positions Stat MedEvac as the newest, modern lifesaver.
EXECUTION: “Bright Light” – this simple, elegant outdoor board ran for two months to generate buzz. Then, hospital partner logos were added for co-branding.