Assignment: Develop three creative concepts for our Mariachi Plaza station domination that feel like the Adventist Health brand and campaign platform, but allow us to step out-of-the-box creatively to develop something unique to the media placement while also promoting the key takeaways of increasing awareness of Adventist Health White Memorial’s award-winning, comprehensive care that’s only steps away.
Concept 1: All Aboard for Better Health
Objective: Turn a normal train trip into a moment for better healthcare, from the nearby expert.
Rationale: Not enough of us make enough time to be screened for the most important health risks. What if, for a single day, the 10-20 minutes spent waiting for your train to get to wherever you’re going could be invested in learning your health risks? What if we could turn one car on one train (or more) into a pop-up health fair? What if we could make 1000 of our neighbors aware of their risks who wouldn’t otherwise think about it in the near future?
Concept 2: Award Winning Care is Nearby
Objective: Make it unavoidably clear that Adventist Health offers award-winning care, and it’s just a few steps away.
Rationale: It’s easy to be steps from an award-winning hospital every day without ever realizing it. This campaign will change that for everyone who travels through this station.
Augmented Reality:
We can use AR to take this idea to the next level. We can let viewers in Mariachi Station, and on the walking route from the station to the hospital, see all kinds of extras to lead them to the hospital such as; virtual footsteps appear and disappear, leading you out of the station, onto the sidewalk and toward the hospital, virtual signage within the station can bring the static boards to life, animating them, allowing each one to tell a story or even virtual Adventist Health professionals holding the doors open at the hospital.
Concept 3: Here, you're MORE important.
Objective: Make every viewer understand that at Adventist Health, they’re treated as a VIP.
Rationale: When you need healthcare, you’re at your most vulnerable. That’s when you most need to be treated as someone special. Everything about this campaign communicates that you, the viewer, are important here. And that importance is the reason we won our U.S. News award. This idea builds on the idea of priority seating that already exists on the trains that everyone rides from this station, and we can make use of those seat labels on the trains as we extend this campaign past the physical station location.
