Huge interest in ‘stethoscope project’
AN INNOVATIVE advertising campaign earned Eastern Cape-based brand agency Boomtown a prestigious Lions Health advertising award in Cannes, France last week.
The brand agency was handed the silver Lion award at the inaugural Lions Health Awards, at the world-famous Cannes Lions International Advertising Festival.
The award was for the agency’s successful and creative campaign to recruit doctors to work in rural Africa, for a company called Africa Health Placements (AHP).
Boomtown creative director Andrew MacKenzie said the campaign combined two traditional mediums – direct mail and radio – to create “the world’s first stethoscope radio advertisement”.
“We recorded a 30-second radio ad and compressed the audio to the exact frequency and level which was only audible through a standard stethoscope,” said MacKenzie.
“Not only did the mailer spark huge interest from our target market, but it created a completely new medium to communicate to doctors – through their own stethoscopes.”
The award – the highest accolade handed to a South African agency at the inaugural awards – was collected by Boomtown’s creative group head, Tim Jones, who worked on the campaign. It takes the accolades received by Boomtown for the campaign to six, including a bronze Loerie, silver Clio, silver Clio Healthcare, gold Epica and gold Assegai.
Boomtown, which after 20 years in the game has a national presence, with a client base that includes the Eastern Cape Parks and Tourism Agency, the Kempston Group and various government departments in Bhisho. Other well-known clients include South African Breweries, Unilever, Shatterprufe and Barloworld.
Boomtown business development director Jane Stevenson said the company’s success had helped dispel the myth that the Eastern Cape lacked creative talent.
“Our awards and work product are testament to the immense creative talent the Eastern Cape has to offer,” said Stevenson. “We’re delivering top quality, edgy work and in turn people are seeing the region for the creative, talent-filled gem that it is.”
Boomtown coastal managing director Glen Meier said the agency’s awards were a product of its results-driven strategy which sought to deliver tangible outcomes for its clients.
Meier said despite its national success, the agency was keeping its focus on the Eastern Cape with the bulk of its 70 employees located in Port Elizabeth’s Baakens Valley. — DDR
Top award for E Cape ad agency
AN INNOVATIVE advertising campaign earned Eastern Cape-based brand agency Boomtown a prestigious Lions Health advertising award in Cannes, France last week.
The brand agency was handed the silver Lion award at the inaugural Lions Health Awards, at the world-famous Cannes Lions International Advertising Festival.
The award was for the agency’s successful and creative campaign to recruit doctors to work in rural Africa, for a company called Africa Health Placements (AHP).
Boomtown creative director Andrew MacKenzie said the campaign combined two traditional mediums – direct mail and radio – to create “the world’s first stethoscope radio advertisement”.
“We recorded a 30-second radio ad and compressed the audio to the exact frequency and level which was only audible through a standard stethoscope,” said MacKenzie.
“Not only did the mailer spark huge interest from our target market, but it created a completely new medium to communicate to doctors – through their own stethoscopes.”
The award – the highest accolade handed to a South African agency at the inaugural awards – was collected by Boomtown’s creative group head, Tim Jones, who worked on the campaign. It takes the accolades received by Boomtown for the campaign to six, including a bronze Loerie, silver Clio, silver Clio Healthcare, gold Epica and gold Assegai.
Boomtown, which after 20 years in the game has a national presence, with a client base that includes the Eastern Cape Parks and Tourism Agency, the Kempston Group and various government departments in Bhisho. Other well-known clients include South African Breweries, Unilever, Shatterprufe and Barloworld.
Boomtown business development director Jane Stevenson said the company’s success had helped dispel the myth that the Eastern Cape lacked creative talent.
“Our awards and work product are testament to the immense creative talent the Eastern Cape has to offer,” said Stevenson. “We’re delivering top quality, edgy work and in turn people are seeing the region for the creative, talent-filled gem that it is.”
Boomtown coastal managing director Glen Meier said the agency’s awards were a product of its results-driven strategy which sought to deliver tangible outcomes for its clients.
Meier said despite its national success, the agency was keeping its focus on the Eastern Cape with the bulk of its 70 employees located in Port Elizabeth’s Baakens Valley. — DDR
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