Strategy | Tactics | Results: BWMC, which used to be Anne Arundel Hospital, had a genius idea to tackle the frustration of endless ER wait times. They introduced InstaCare—a game-changer that promised quick attention for patients and put their needs first, even before the paperwork fuss. We made InstaCare the superhero of emergency care, something so good even a kid would brag about. And get this, we did it all without showing doctors, stethoscopes, or sick folks.

But before the whole InstaCare thing took off, there was a name change campaign. We did something unique: we made it sound like a brand-new system, easily accessible from the surrounding BW corridor. It had all these cool healthcare extras too. Our secret approach? Simple layouts and unexpected visuals, like highway route signs and regional centers name badges on surgical trays. Oh, and we spiced things up with TV ads that showed off the logo and those surgical trays coming together like medical magic.

The fun didn’t stop there. We added an online game where players had to figure out the best route to the hospital. You’d move the route sign from a surgical tray and put it on the map where it belonged. People loved it!

The best part? This campaign was a hit. It stood out in the sea of healthcare ads, getting tons of love from everyone who saw it.