The only comprehensive children’s hospital in the Midsouth has an “Amazing Story” to tell-about its history, about its patients, about its new facility and about its future. A new multimedia campaign conceptualized and executed by Arkansas-based advertising agency Mangan Holcomb Partners for Le Bonheur Children’s Hospital in Memphis is telling that story in several unique ways.
The “Amazing Story” campaign, which launched in May in the Memphis market, celebrates the grand opening of Le Bonheur’s new hospital building in downtown Memphis this summer. The campaign’s creative concept centers around a familiar childhood possession: a pop-up book-a fitting creative device that is both reminiscent of childhood and pays homage to Le Bonheur’s sole patient focus.
Two television spots are at the heart of the campaign and feature the signature voiceover of Academy Award-winning actor and Midsouth native Morgan Freeman. The use of sophisticated animation coupled with live-action brings the pop-up book concept to life on the screen. The “Storybook” and “Heroes” TV spots features real-life Le Bonheur patients (not actors) enjoying childhood activities in the animated world of a pop-up book. Freeman narrates “the ever-unfolding story of childhood” and reminds the viewer of Le Bonheur’s “common thread of exceptional care [that] brings us together—and will—until every child lives happily ever after.”
The TV spots also introduce Le Bonheur’s new logo, which was designed by Mangan Holcomb’s Senior Art Director, Mark Hinson, and is featured in 28-foot-tall, three-dimensional signage atop Le Bonheur’s new 14-story hospital building in downtown Memphis. Other campaign elements include an actual pop-up book about Le Bonheur, which will be given as a commemorative gift to guests at the new hospital’s grand opening celebration in June, a completely redesigned and campaign-integrated website (LeBonheur.org), five-story-high building banners, billboards and print ads. All campaign elements can be seen at Facebook.com/ManganHolcomb.
Le Bonheur Children’s Hospital is one of numerous regional healthcare brands Mangan Holcomb works with, including Children’s Hospital of Wisconsin, which is rated No. 3 in the nation by Parents magazine and has been named one of America’s Best Children’s Hospitals by US News & World Report, Via Christi Health in Kansas, Our Lady of the Lake Regional Medical Center in Louisiana, and Arkansas’ own St. Vincent Health System. The agency also works with several healthcare specialty clinics based in Little Rock.
About Mangan Holcomb Partners
Established in 1972, Mangan Holcomb Partners is a full-service marketing, advertising and public relations agency providing clients with integrated marketing communications strategies using Power Ideas. The agency represents clients throughout the Midsouth and Midwest in the healthcare, agriculture, banking, higher education, tourism and transportation industries. Mangan Holcomb Partners is a member of the prestigious 4A’s. For more information, visit ManganHolcomb.com or stay connected at Facebook.com/ManganHolcomb.
Sharon Tallach Vogelpohl