SITUATION

Women over 40 are suffering with painful bunions. But due to their fear of surgery and the length of recovery, they prioritise their role in the family (parents, friends, children, work) over their own health.

BRIEF/OBJECTIVES

- Create a piece of communication that made Lapiplasty feel approachable and simple to do. Make people feel that bunion surgery is something they can fit into their lives.

- Take an unknown surgery that’s difficult to remember and turn into a household name people easily recall.

- Reengage patients who are scared of bunion surgery because of long and arduous recovery times and make them feel Lapiplasty is easy, magical and transformational.

In creating our Lapiplasty sound we tried over 100 versions before crafting the perfect one. Everything from different genders, ages and a mix of instrumentation was used. Pianos, strings, wind instrumentation all didn’t evoke the simple magic feel we needed for Lapiplasty. It wasn’t until we paired a puff sound and chimes glissando with an ASMR whisper that we knew we had a sound that’s magical to the ear, the same way Lapiplasty is magical to their feet.

With ASMR proven to significantly enhance message recall and evoke feelings of comfort and relaxation, our sonic branding created positive brand associations in our audience – who normally see surgery as something scary.

The initial media placement went out to over 6 million viewers of the finale for The Bachelor – a 'campfire' moment for our audience.

We achieved 5,000 new website visits within 5 minutes ofthe ad airing. That first month of the campaign going live saw a 475% increase in overall site traffic. With this, there was a 623% increase in new surgery inquiries online through our assessment tool on the website.