Privé-Swiss CLARITY AD #1

Privé-Swiss CLARITY AD #1 - You made it to the top
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The challenge was that Prive-Swiss is a clinical/medical program and the solution for people who do not want to go into a psychiatric hospital but need more clinical/medical treatment than a spa or resort setting. The campagin has to appeal to those readers struggling with clinical syndromes such as depression, anxiety, trauma, etc. And not come across as a "executive retreat" or "spa resort".

Problem Statement

Privé-Swiss: Clarity needs to create a campaign design concept that reaches the affluent and very affluent, high profile person with mental health issues that would never even consider going into a "rehab".

We will reach our prospective clients through print advertisements, web advertising and our website. We're seeking a design concept for our launch campaign that we can then customize for print and web advertisements and for our website.

The concept must communicate the core values of Privé-Swiss: Clarity and the difference of the Privé-Swiss: Clarity product. The concept must be adaptable to both print and web and recognizable as a cohesive campaign.

Client

Privé-Swiss is the most exclusive, private and expensive mental health "rehab" in the world. Our clients are 40-60 year-old men and women, have a minimum annual income of $1.5M and are high profile and very successful. The client for Privé-Swiss: Clarity is the person who would never go into a high-end rehab and has zero interest in the "bells & whistles" the "fluff" that the luxury rehabs offer (i.e. the Malibu resort-type rehabs). This is a no nonsense, super-achiever that wants to get in, work very hard and get out a changed person.

Product

Privé-Swiss: Clarity will be a residential treatment program that is very clinical, progressive and intensive. It will especially appeal to high-level executives and successful entrepreneurs/business owners who enjoy accomplishing goals and find the idea of "hard work," "razor edge mind," "hard body," etc. very attractive.

Goals

  1. Perception that there is no higher quality, more powerfully effective, serious treatment program that serves only "their kind of people."
  2. Drive viewers to the Privé-Swiss: Clarity website.
  3. Pick up the phone and call and talk directly to the founder!

Audience

Very successful individuals who have "lost their edge", are "breaking down", whose "world is falling apart around me."

Symptoms of loss of control include breakdown of relationships with family, drinking more/taking more medications to self-medicate.

Audience feel that confidentiality and discretion are vital. They fear loss of business respect, feeling of emptiness having "made it" but now have "lost their internal sense of direction" and feel "lost myself" along the way. Purposeless, empty.

Client Context

Privé-Swiss: Clarity is a new, opposite direction from the current luxury "boutique rehab" industry. It fits with the founder's reputation as providing the most high-end, most expensive rehab services, as well as being a "contrarian" and industry pioneer.

The campaign design concept will provide the direction for a larger campaign that will be rolling out in early 2010. The Privé-Swiss: Clarity program will probably have it's own website and be marketed differently from the main Privé-Swiss brand.

Media Context

The campaign design concept will spawn ads that come out in January, 2010 when people are looking for new beginnings and changes in their lives. The design concept will drive the design of a web page on the present Privé-Swiss website, print ads that will be placed in luxury mags (i.e. Town & Country) and targeted direct mailings in US and Canada to start.

Promises

An incredibly intensive, powerful experience that will make the greatest impact in the shortest amount of time. You have earned the best and deserve the best.  Gain insight and get back in control of your life.  Unlike Tiger Woods, you will turn your problems around before they become headline news....

Proof

There is a Testimonials page on the Privé-Swiss website: http://www.priveswiss.com/testimonials.html

Character

  • Sophisticated, Exclusive - "you need to be accepted as our client as we only work with very successful, super achievers."
  • The Privé-Swiss tag line is Excellence in Private Care
  • For intelligent people, direct & no nonsense, where the very wealthy go.
  • Secret, so private and exclusive that we don't advertise, you will know you've made it if you can afford Privé-Swiss instead of going to one of those Malibu rehabs where everybody goes.
  • Privé-Swiss only serves 4 clients at a time in their own private residences and you will be lucky to get in.

Extensions

There is the opportunity for all kinds of marketing: sponsoring conventions, email marketing & other direct mail, website. There will be publicity and media interest in this new concept.

Comments

This hits the nail on the

Submitted by lukajoey on Tue, 12/22/2009 - 2:08pm.

This hits the nail on the head and show's me you know the message I'm trying to get across!  I like this one the best so far.....

great ad but how about this?

Submitted by adgenie on Tue, 12/22/2009 - 3:16pm.

After reading about this client, this thought came to mind.

Copy: You're on top of the world. But we know you can do better.

Privé-Swiss campaign

Submitted by StrakPlan on Tue, 12/22/2009 - 3:22pm.

hello,
wouldn't that 'payoff' put even more pressure on a already stressed patient? These individuals are having trouble keeping up with demand. I think the last thing they need is to having to deliver the goods again. Thanks for your input though ;-)

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