News

Laser Clinics Group taps into emotions in new global campaign via Ogilvy ANZ

Ogilvy Network ANZ has been engaged by Laser Clinics Group to launch its new global brand campaign, using a more emotionally-driven marketing approach.

‘The Science of Feeling Good’ marks a shift away from the sector’s typical functional advertising, and aims to reinforced the confidence consumers can gain from Laser Clinics’ treatments.

“Today, in an industry dominated by a sea of same, setting Laser Clinics apart and giving the brand emotional resonance was a great challenge to rise to,” said Ogilvy Sydney ECD Clark Edwards.

Clare Lambert, client lead at Ogilvy Sydney, added: “This is the first time any brand in the category is speaking to consumers on an emotional level.

“And we opted to take this approach because while Laser Clinics Group sells treatments, it does so in a way that doesn’t compel consumers to conform to any beauty standards – it just encourages them to feel good, whatever that might mean for them. Because at the end of the day, confidence isn’t a one-size-fits all – feeling confident manifests differently for everyone, which became the central point for the new brand.”

The new spot is Ogilvy’s first work for Laser Clinics Group, after being appointed last year, following a competitive pitch process.

The network was originally tasked with providing strategic PR, influencer and social support via Ogilvy PR, and last year, its remit was expanded to include end-to-end brand strategy and creative, across digital, media and in-store.

“Laser Clinics Group is a trusted business that has rapidly expanded across multiple markets in recent years, and we are keen to see our brand continue to grow,” said Kirstie McCosh, global chief customer officer at Laser Clinics Group.

“It’s important that our existing, and new client bases understand that we do so much more than just laser.

“We were impressed by Ogilvy’s approach and its ability to go well beyond just functional promotion through its integrated offering. We’re incredibly excited to see the result of our partnership now in market and where our brand can go next.”

The campaign is live in Australia, New Zealand, Canada and the UK, across TV, social, OOH, DOOH and in-store channels.

Credits:

Brand strategy & creative campaign – Ogilvy Australia

TV production company – Finch

Stills Production – Entropico

Media – Neo

Music composition & sound house – Rumble

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.