19 February 2013 - 7:54am | posted by | 0 comments

'Doctors wanted' ad can be heard only through a stethoscope!

Doctors are desperately needed in Africa - now the world's first radio ad that can be heard only through a stethoscope has been launched to encourage foreign doctors to work there.

The idea is a collaboration from Africa Health Placements, a social-profit recruitment agency and Boomtown, a strategic brand agency in South Africa

They sent a direct mail package out to their target audience: foreign doctors . But rather than a pamphlet that could easily be thrown away, they found an innovative advertisement strategy that would only be heard by doctors…literally.

The package contains a pressure-activated device, that reads ‘place stethoscope here.’ Upon pressing down with the stethoscope , a low frequency MP3 is activated which is only audible through the instrument.

Admiring comment from PSFK, www.psfk.com, in New York, " The strategy creates an interactive advertisement that targets its intended audience so precisely by transforming an essential tool of the trade into the only means of accessing the ad. Its format provokes curiosity and then provides the necessary information in a unique way."

The advertisement won a silver Clio Healthcare award, which rewards creative excellence in advertising in the medical industry.

Don't miss out... Get your Advertising news by email

See all specialist newsletters

6 related companies from Profile Hub, The Drum's modern marketing directory:

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

AVCA - The heart of African VC and PE

19/09/2014
The African Private Equity and Venture Capital Association...

BWP gets colourful with K3

18/09/2014
K3 approached BWP Group to help them design and build a...

dlc - Responsive website

17/09/2014
dlc is the UK’s leading, independent debt recovery firm,...

Ecommerce Solution for B2B and B2C Retailer

16/09/2014
Talking Tables provides high quality party decorations for...

Peak Scientific Innovation - Brand Communications for US Market

16/09/2014
Peak Scientific is a leading Scottish gas generator...