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.

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

Latest Projects from the Profile Hub

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...

Helping a new fitness brand get into shape

12/12/2014
A new concept in gym fitness is being developed and we’re...