press releases
Contrast Creative TV Commercial Delivers Patients and Awards
4.30.10
A 2010 TV commercial produced by Contrast Creative for The George Washington University Hospital is producing dramatic results. The advertisement is part of a larger campaign to promote GW Hospital as the DC region’s premier robotic surgical center.
Contrast Creative collaborated with GW Hospital to create a :30 second TV commercial to promote the hospital’s minimally invasive surgical procedures in which the daVinci Robot is utilized. GW surgeons are using the daVinci Robot to treat prostate, lung, esophageal, cardiac, GYN, colorectal and kidney conditions. This advanced surgical tool makes tiny incisions and offers patients the potential of less pain and a faster recovery.
“Contrast Creative takes our initial concepts, runs them through their creative team and then breathes life into a good idea. The process is truly collaborative and exciting,” says Lisa McDonald, GW Hospitals Director of Marketing.
The commercial aired in the DC marketplace during the first quarter of 2010 and garnered compelling measurable results. “Robotic procedures were up 21% in the second quarter over the first quarter,” says McDonald.
In addition to driving patients to the hospital, the TV commercial is also capturing a number of advertising awards, including a Silver Telly Award and a Videographer Clapboard Award of Excellence. “What really sets this commercial apart is impactful copy, dramatic visual images, 2D and 3D graphics and a dynamic custom music score,” says Tim Travitz, Contrast Creative President.
In conjunction with the TV spots, Contrast Creative also produced eight physician video vignettes that enhance the TV messaging with more detailed information about particular minimally invasive procedures.
Both the physician vignettes and TV commercial are an integral part of the expansive public relations campaign that GW Hospital plans to enter in PRWeek’s annual award contest. The PRWeek Award is the highest accolade in the public relations industry. Winners will be announced in late 2010.
The 2010 Robot TV Commercial is the third television spot produced over the past five years that showcase GW Hospital’s Center for Robotic Surgery. The first commercial focused on minimally invasive procedures available solely for prostate cancer patients, and produced strong results. Within the first three months of airing the television spot, 67 patients were scheduled for the daVinci prostatectomy surgery and another 26 prostate-related procedures were also booked.
Check out the “Our Work” section of the Contrast Creative website to view the GW Hospital Robot commercial.