There was a disconnect between the specialties offered by Essentia and the feeling that patients had to go to the Twin Cities for those same specialties. The brand wasn’t talking to patients and employees with a point of view or shared belief. This was odd since the providers and patients of Essentia shared everything else. This insight became our north star.
We started on the inside by introducing the caregivers of Essentia to a new brand campaign: Like Nowhere Else. It needed to work internally and externally. The campaign told the stories of real people and real places. Instead of showing consumers as patients, we showed them as people. We captured the stories of people with passions, purpose and an investment in the region across Minnesota — who also happened to be patients of Essentia Health.
A multi-channel strategy of internal and external media included out-of-home, TV and web assets — some long, some as short as 6 seconds. With a shared belief in the power of place, patients realized they had everything they need right where they lived and worked. Employees also felt the appreciation of place like nowhere else. The belief and the campaign live on today, eight years later.
There was a disconnect between the specialties offered by Essentia and the feeling that patients had to go to the Twin Cities for those same specialties. The brand wasn’t talking to patients and employees with a point of view or shared belief. This was odd since the providers and patients of Essentia shared everything else. This insight became our north star.
We started on the inside by introducing the caregivers of Essentia to a new brand campaign: Like Nowhere Else. It needed to work internally and externally. The campaign told the stories of real people and real places. Instead of showing consumers as patients, we showed them as people. We captured the stories of people with passions, purpose and an investment in the region across Minnesota — who also happened to be patients of Essentia Health.
A multi-channel strategy of internal and external media included out-of-home, TV and web assets — some long, some as short as 6 seconds. With a shared belief in the power of place, patients realized they had everything they need right where they lived and worked. Employees also felt the appreciation of place like nowhere else. The belief and the campaign live on today, eight years later.
