Advertising:
Nursecare Personnel
Nursecare Personnel was looking to firm up its brand positioning in the face of a fiercely competitive recruitment sector.
It was time to emphasise their point of difference as an agency for real nurses run by (other) real nurses.
This campaign is also a good example of at+m working alongside the client to arrive at a strategy; then executing that direction in a creative and cost-effective way. Together with our client, we tapped into an insight about ‘the nursing sense of humour’ – the irreverence, the fun, the not-so-serious approach to other aspects of life. This meant avoiding the usual clichéd stock shots of smiling, corporate-looking nurses holding clipboards. Instead we employed, as the photographic talent, a real nurse with a real personality to become the recognisable ‘face’ of Nursecare.
For campaign longevity, we devised a shot list with dozens of scenarios all covered in one studio session. By generating these visual concepts in advance, we gave ourselves and the client maximum flexibility. Multiple headline messages can be matched to any of the shots for future use, ensuring the client gets optimum value from the investment. Plus, they have the freedom and control to shape their communications for a while to come. It really does pay to invest in a proper, well-planned photo shoot.
The Nursecare Personnel campaign will continue to roll out through press, bus backs and online.
