Capturing the highs of new life for Ramsay Maternity
Two-week-old babies. New parents. A tight shooting schedule. What could possibly go wrong? Well, with our Ramsay Maternity campaign production, seemingly nothing could go wrong as all the challenges of this beautiful campaign were met with our customary aplomb. This human-centred project was right in NWO’s sweet spot and we wrapped it all up in a warm blanket and gave it the love it deserved.
Challenge
The challenges for Ramsay Maternity were quite simple. Fewer people are having babies. And more people are going outside the private hospital system for maternity and choosing public hospitals or other birthing options. With those factors in mind, it was imperative for Ramsay Maternity to re-establish its credentials in maternity and remind would-be parents of the clear advantages of choosing a local Ramsay hospital as their maternity partner. For NWO, the challenge was around production, and how to authentically represent newborns, new parents and Ramsay’s maternity services without literally ambushing a real birth.
The spark
With a huge number of private hospitals across the nation, all providing different maternity offerings, strategy became a key component of the project to highlight differentiation and customer needs. We undertook research to understand and insightfully capture what makes Ramsay Maternity different from its competitors and other options. NWO engaged with stakeholders across the country to bear out those insights, which proved critical to the development of conceptual work. With a significant amount of data and anecdotal evidence in our hands, we then strategically created a hierarchy of needs to target the right people with the right messaging.
Creative
Giving birth is a very personal experience. A large part of our creative conceptualisation was in developing ideas that truly spoke to expecting parents in an emotional and intimate way. Our chosen creative idea was around reassurance. The birthing journey can take many twists and turns, so we wanted to show how Ramsay Maternity has the experience and expertise to deal with anything and give you the birthing journey of your choice. Part of the creative process includes partnering with production teams who you feel will bring a lot to the table. Working with Light + Shade on the video production and Corey Schweikert on stills photography proved to be wise choices as they over-delivered on campaign input and turned what could have been a difficult production into a seamless creative exercise.
Outcome
This online campaign was always designed to be a slow burn and position Ramsay Maternity as the preferred choice for any parents wanting a more personal and trustworthy birthing option. With investment, consistency and time, this campaign will build upon and magnify the existing brand equity Ramsay Maternity has in the market and, over time, create long-lasting returns for the organisation.