Privé-Swiss: Clarity Campaign Design Concept 2

Concepts for the Privé-Swiss CLARITY:
The second concept involves the theme of LIGHT and plays off of the title of the program, Clarity. The ads are calming, clear, and suggest a simple state of mind when you finally realize the solution to a problem. Privé-Swiss is the solution and these ads are targeting those who need a nudge in the right direction. Again, the ads stay clear of "rehab" words, imagery and content, and focus more on the state of mind that you will achieve when you make the decision to seek help to lifes problems. See the Light

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.

We are launching a new program called Privé-Swiss: Clarity.

Privé-Swiss: Clarity needs to appeal to the very successful executive, entrepreneur/business owner – leaders, movers & shakers.

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.

The target client feels very pressed for time, needs to continue to be in touch with his/her company and stay connected with the outside world. These clients have been there, done that and are extremely "jaded" in regard to luxury – they want the very best of the best as far as treatment, professionals, therapy, etc.

This new concept needs to also be appealing to the psychiatrists, physicians, therapists and other mental health professionals that work with this population.

Product

See the main, Privé-Swiss website www.priveswiss.com for information on our business.

The logo for this Privé-Swiss program will be the "white" logo found on this page: http://www.priveswiss.com/independent.html

Our new program, Privé-Swiss: Clarity, needs to be the "opposite" of the present Privé-Swiss program. As the brand color for the present Privé-Swiss program is black, the Clarity program needs to be white.

Privé-Swiss: Clarity will be totally opposite of anything offered in the US – I want it to come across as the "unhab." It will be the most "exclusive of the exclusive" treatment programs out there, it needs to come across as Very Expensive (the monthly cost of our program is around $80,000), very exclusionary-feeling, of the highest quality and integrity, discrete, pure, clean, minimalist, precise, simple – clear thinking, clear mind, body & spirit. 

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.

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.
• Colors must reflect a cleanness and purity – white and pale colors (grays, beige)

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.