Sharp HealthCare: Emoji Billboard General Awareness Campaign

Target:  Millenials on up to baby boomers driving south down Interstate 5 in Sorrento Valley, La Jolla/San Diego California area.

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Challenges:  Sharp HealthCare had an opportunity for billboard space along this high-traffic area on Interstate 5. Drivers had moments to view the billboard. We wanted a concept that spoke to our target in a language that everyone could understand, and in a format that was quickly read yet lingered in their minds like a puzzle.

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Strategy:  Engage our target with 3 simple characters that cross all language barriers, cultures, and generations. The emoji was created to communicate not only a subject but an emotion as well. Our first billboard in bright blue, spoke directly to the target in 3 simple characters: Thumbs up, heart, smiley face, and Sharp logo. The characters implied a positive caring happy and successful experience with Sharp HealthCare and supported our Sharp Experience messaging by implying Sharp HealthCare is the best place to receive care. The billboard was a success, with individuals recalling our billboard, and liking the simplicity of the message. Our campaign followed with a bright green billboard with the emojis: Happy doctor, happy heart, a  thumbs up, and the Sharp logo, implying successful results in Cardiac Care. Our 3rd and final billboard, in a bright orange, revealed a magnifying glass, a happy doctor, a thumbs up, and the Sharp logo. This message supports our “Find a doctor campaign” at Sharp HealthCare. 

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Solution:  Bright colors and 4 simple characters (emojis and the Sharp logo) communicate our messages quickly, simply, and clearly. The emojis speak to our target in a common language that crosses cultures, and generations. The out-of-the-box creative made Sharp HealthCare the conversation among commuters and reinforced its brand as a stand-out healthcare provider. 

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Concept/Art Direction/Illustrations:  John Aganon

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