For a more strategic and emotionally driven approach.
Aesthetic treatment company Laser Clinics Group has unveiled a brand campaign running across Australia, New Zealand, Canada and the UK, developed by Ogilvy Network ANZ.
Aimed at reinforcing the confidence gained from its treatments, it uses a new tagline of ‘The Science of Feeling Good’, marking a shift away from the sector’s typically functional advertising to a more strategic and emotionally driven approach.
The multi-market campaign includes a TVC, social, DOOH, OOH, plus in-store assets.
Ogilvy Sydney client lead Clare Lambert says while Laser Clinics Group delivers millions of treatments every year with more than 200 clinics globally, it was important to reinforce the company’s clinical results.
"And the confidence people feel because of those results. Whatever that confidence means for each person," says Lambert.
"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.”
Ogilvy Sydney ECD Clark Edwards says today, it's 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," he says.
Laser Clinics global chief customer officer Kirstie McCosh says it’s important that the company's existing and new client bases understand that it does 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," says McCosh.
The brand campaign is the first work launched via Ogilvy since being appointed by Laser Clinics Group in 2023 following a competitive pitch.
Initially tasked with providing strategic PR, influencer and social support via Ogilvy PR including its TK.Lab offering, its remit was then expanded to include end-to-end brand strategy and creative across digital, media and in-store.
Credits:
Brand strategy & creative campaign - Ogilvy Australia
TV Production company – Finch
Stills Production - Entropico
Media – Neo
Music composition & sound house – Rumble
