Hangover Clinic
In need of an effective launch and facing the challenge of negative brand perceptions, Polkadot Communications successfully positioned the brand and drove record sales.
Executive Summary
Polkadot Communications managed the opening of hangover.clinic in December 2015, introducing the revolutionary treatments to Australia. The huge success of the initial campaign saw us come back on board again in the summer of 2016/2017 to further raise the clinic’s profile and increase the number of client bookings. Hangover.clinic saw a noticeable increase in the number of client bookings off the back of Polkadot Communications campaign with each month a record month.
The Challenge
Introduce Hangover.clinic to Australia, raise awareness of the brand and their sister company actIV infusion and showcase the benefits of the various treatments to online, print and broadcast media.
Certain groups and media outlets argued that hangover.clinic’s services promoted binge drinking.
A competing IV clinic was undergoing legal issues during the campaign, creating confusion and apprehension around hangover.clinic.
Many clients were reluctant to be interviewed by media on receiving hangover.clinic treatments due to the association with alcohol.
Our Solution
Step #1
Offer health and lifestyle media the opportunity to trial hangover.clinic and actIV infusion treatments for themselves and write about their experiences.
Step #2
Highlight hangover.clinic’s point of difference as Australia’s leading and most trusted IV clinic with all treatments administered by fully qualified, licensed and insured doctors.
Step #3
Offer actIV infusion’s cosmetic treatments to top-tier media to trial and review.
Results
Polkadot Communications exceeded our client’s expectations in the first campaign which lead to ongoing appointment for the brand.
We were able to capitalise on key party periods where we knew consumers would need the services of the hangover.clinic including Christmas and New Years Eve.
We had key media attend and report on their experience at the hangover.clinic, all who had a positive result.
Campaign Stats
- Month #1 – Clippings 40%
- Month #2 – Clippings 50%
- Month #3 – Clippings 65%
- Month #4 – Clippings 85%
- Month #5 – Clippings 95%
- Month #6 – Clippings 100%
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Statistic #1
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Statistic #3
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Statistic #2
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Statistic #4
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