A rural district needs more doctors. With a volunteer recruiting committee attending physician recruitment fairs with only a photocopied and stapled “hand-out,” the decision was made to spend the small budget on some strong creative.
Instead of selling the “four seasons fabulous” and superior “quality of life” that every rural area lays claim to, we focused on the quirks and charms of country life. We created a personality and demonstrated it through our creative. Great results and great legs – the brochure was viable, with minor updates, for many years.
Competition rules changed the playing field for independent telco Bruce Municipal Telephone System (BMTS) when it was able to offer long distance services to its local phone service customers.
Make Hay developed the creative concept for the campaign – ‘Long Distance Just Got Closer.’ We wrote the creative brief that directed our own creative and which was used by other agencies (radio and print) to guide theirs. A strong creative concept rolled out in a variety of applications including newspaper ads, direct mail, posters and bill stuffers making BMTS a top of mind choice – and reinforcing the ease and benefit of opting in.