24/7 Primary Care App Launch
Insights
Hartford HealthCare was launching a revolutionary new health innovation — HHC 24/7, an innovative mobile app that lets consumers seek medical answers and advice, refill prescriptions, get referrals and even connect live with clinicians anywhere, anytime, round the clock. They asked us to generate awareness and interest in a big way.
Before HHC 24/7 officially launched, we teased interest with a Super Bowl commercial that positioned it as a young woman’s “new go-to” — to the concern of her friends and family.
Idea
We knew the convenience of HHC 24/7 would be a big draw for people who already relied on their smartphones for lots of other things — and for busy, on-the-go types who don’t want to wait for appointments. So that’s who we featured in our humorous campaign, as well as relatable scenarios that showcased the app’s ability to connect you with health help in non-clinical environments.
Billboards and Metro North outdoor appealed to commuters craving quicker medical expertise. See the complete outdoor ad campaign.
We officially launched the HHC 24/7 with a TV commercial featuring a busy mom — two moms, actually, in English and Spanish versions — who demonstrate how the app is now practically part of her family. Watch the TV spot.
Digital animations and static digital ads ran throughout the campaign. See the complete digital ad campaign.
Impact
This campaign has successfully inspired people to learn more about this app — and even more importantly to download it and use it to book appointments! To date:
