FIVE STAR ER
ALL EMERGENCIES MATTER
Truth: We’re all a second away from an emergency.
Humor is rare in healthcare marketing. And when it comes to emergency care, it really is no laughing matter. Or is it? Enter Five Star ER—a freestanding emergency room with board-certified staff trained in emergency care. Five Star ER’s challenge: awareness for freestanding emergency rooms was low. So how do you teach consumers about what Five Star ER offers while standing out from the competition? Simple—an educational integrated campaign with a playful twist.
The tagline, “All Emergencies Matter”, reinforced the idea whether
your emergency is big or small, it matters to Five Star ER. From burning yourself on a hot latte to rushing through a changing stoplight to jumping into a shallow watering hole-every emergency matters.
It took fewer than 60 days to exceed the brand’s initial goals, as walk-ins more than tripled after the campaign’s launch. Turns out laughter really is the best medicine.
“In a sea of sameness, it’s not what you say, it’s how you say it.
The winners are the brands that take some creative risks to connect with consumers emotionally.”