Brisbane Chiropractors Centre: Crack Backs Cards, 1

Credits & Description:

Agency: George Patterson Y&R Brisbane
Client: Brisbane Chiropractic Centre
Art Director: Carl Lough
Copywriter: Ash Kennedy
Designer: Carl Lough
Executive Creative Director: Andrew Thompson
Production Director: Michelle Short
Production Manager: Todd Williams
Retoucher: Santi Drane
Account Manager: Lynsey Murtagh
Chief Executive Officer: Ben Coulson
Describe the campaign/entry:
The Brisbane Chiropractic Centre needed to stand out as the Authority on all things back-related. We created Crack-Back Cards - a promotional business card that allowed prospective customers to pop one of the bubble wrap circles on the back - making the distinctive cracking sound of a good chiro session. The piece was live in cafes and inner city destinations for 4 weeks, and also provided a reminder for returning patients by being available on the front desk of the Centres. New Customer Enquiries were up over 20% during the Crack-Back Cards promotion.
Describe the brief from the client:
The target market for this campaign was urban city professionals. They had a wealth of choices for their treatment, so we needed to provide a relevant point of difference. This was a local campaign based in Brisbane near to the Centres.
Creative Execution:
The strength of the idea was being able to produce a low-cost promo idea that completely owned the benefit of a chiropractor. Brisbane Chiropractic Centre wanted to be known as the leaders in their field, and this promotional activity helped then to achieve it.
New Customer Enquiries were up over 20% during the Crack-Back Cards promotion.
We knew people related an excellent chiro appointment with the distinctive cracking of your back. So we took that truth and turned it into a relevant promotional piece, able to be targeted easily to our city professionals. Crack-Back Cards used bubble wrap attached to a graphically illustrated spine image. Prospective customers could pop the bubble-wrap to make the distinctive sound of a back being cracked as part of a chiropractic session. We delivered the cards directly to local businesses and cafes over the 4 week promotional period.