The Creative brief for Prime Medical Group was a Teaser Campaign for the new Prime Global brand launch, with the theme of Evolution. The task required to create a multi-channel campaign to tease the Medical Communications marketplace with the upcoming Prime Global brand launch. Ideas to be implemented across digital, print and website platforms, including: LinkedIn Branding, Press Adverts, Digital Adverts, etc.
The challenge was how do you visualise evolution? And how has the natural process of communication, writing (and Medical Writing in this case) evolved and advanced over the previous centuries, from cave drawings, stone carvings to quill and fountain pens to manual and electronic typewriters to finally, personal computers, laptops and portable gadgets, tablets and smartphones. Target Audience includes future talent, potential employees and/or pharmaceutical clients. Possible Taglines - Evolve your career with us... and See how we are evolving…
Creative Advertising ‒ Teaser Campaign 1
Having a dual MSc in Creative Advertising and Communications, this was a campaign I couldn't wait to get my hands onto. For my first of three concepts, I designed a Teaser Campaign with minimal yet simple advertising that was straight to the point with friendly colours, but which also included a small series of cryptic, yet challenging advertisement slogans and vector shapes that would create anticipation and support a larger brand launch for Prime Global. I also considered using Hashtags like #PrimeGlobal or #MedComms, however I felt this might make the advertisements look clustered. The campaign ideas were implemented across newspapers, smartphone apps. tablets and website branding. Future talent, PhD graduate students and potential new employees were the main target audience for this campaign.
After doing some research on Prime Medical's LinkedIn company page, I stumbled across a clever pun, 'Write Here. Right Now' which I thought would be a smart slogan for this campaign. The 6 Adverts represent the evolution of Communication associated with the Scientific Education and Medical Writing industry and ultimately, the evolution of Prime Global with 2017 being the 20th anniversary since the Prime Medical Group was established.
Creative Advertising ‒ Teaser Campaign 2
For my second concept of the three campaigns, I designed aesthetics that were mature and serious and more scientific orientated. This Teaser Campaign is mainly aimed at new clients, rather than new employees. I used digital photographs that were inspired by Pantone Colours of the Year - 2016. The visuals resemble a chemical reaction erupting which produced different combustions. I also added a polygon/hexagon shape that was integrated into the coloured smoke explosions to give the advertisement a 3D field of depth. Chemical/Compound formulas with gradient colours were also designed to place more emphasis on the Pharmaceutical industry through different marketing platforms, including: digital, print, and web/mobile.
Creative Advertising ‒ Teaser Campaign 3
For my final third idea of the Teaser Campaign, I focused more on a darker theme and once again, used digital photographs of various coloured-powder explosions with each of the 6 adverts representing an era back in time, in relation to the evolution of communication and (Medical) writing. I used the same slogans which I used for Campaign 1 as this campaign was also targeted at potential and new employees.
The campaign idea was implemented across Linkedin as it is the most relevant platform after the website, in terms of career development and job search. I created vector shapes and used drop shadows on the Prime Global logo to correlate and harmonise with the powder splashed colours in the background. This teaser campaign allows Prime Global to re-introduce themselves in a controlled method in an attempt to initiate dialogue and start discussions between potential employees, media outlets and the MedComms industry on social media, in order to create a buzz and gain attention in the marketplace before Prime Global's brand launch to ultimately refresh the general public's current perception of the brand.
