Taurus launches national campaign for EyeHealth1st to save Australia's sight
1ST Group make foray into eye health
About 1ST Group
ASX listed 1ST Group (ASX:1ST) co-founded by Klaus Bartosch and Dr Rick Luu, is an ecosystem of digital applications including Australia’s leading health services appointment booking portal MyHealth1st.com.au. The Group has built a trusted digital community where health providers and patients connect first on the MyHealth1st platform.
Formerly known as 1st Available, MyHealth1st was designed to improve lives by streamlining consumer access to a variety of healthcare services anytime, anywhere, to help Australians get well sooner and stay well longer. Users can search, book and manage online GP Doctor appointments, with a range of services to facilitate more effective engagement between doctors and patients.
The platform facilitates optometry appointments for early intervention.
Following the success of the MyHealth1st platform, 1ST Group planned to launch EyeHealth1st to educate Australians on the importance of eye health.
EyeHealth1st and Taurus launch national health campaign
The Challenge
The aim of EyeHealth1st was to fight against preventable blindness in Australia tapping into the initial vision of CEO Klaus to put eye health back on the wellness agenda.
National Health Crisis
Despite nine out of ten Australians saying their sight is their most valued sense, almost 4.6 million consumers neglect a proactive visit to the optometrist.
Taurus starts conversation across the nation
EyeHealth1st identified people 40 years and over as the key demographic of eye disease and vision impairment on the rise. The key objective was to educate people to get regular, comprehensive eye tests with an independent optometrist for early intervention.
Taurus was engaged for our unique integrated Taurus Bullseye™ approach to strategy, campaign management, extensive media network and our reputation within the healthcare industry. EyeHealth1st wanted an agency to deliver a creative, relevant and countrywide expose of a national health crisis.
Taurus PR© sets strategy to showcase hero stories for real world impact
Strategic Approach
The strategy was to activate a national PR launch and create hero customer stories to increase awareness of eye health issues in Australia. Our objective was to build a case for eye health checks to raise awareness of deeper eye health issues, leveraging EyeHealth1st’s creative campaign, LookDeeper.com.au.
Mobilising the PR and the Taurus events team, Taurus worked to establish local media brand presence in each State, raising the profile of everyday Australians. This included both optometrists and patients sharing their unique, meaningful hero stories to obtain media coverage and direct audiences to the LookDeeper.com.au website. Amplifying the powerful message of Klaus as a disruptor, Taurus used the patient case studies to drive the message home.
Lookdeeper.com.au launches with Taurus Experiential
Exclusive VIP Launch Event
Joining forces with incumbent agency, Messy Creative, Taurus created an exclusive, glamorous experiential event to bring the LookDeeper.com.au campaign to life. Held at the Art Gallery of NSW, the multi-sensory event was supported by guests including industry heavyweights Glaucoma Australia, VIP media and recognised Australians including Kirk Pengilly INXS star, Layne Beachley, World Champion Surfer and Matt Formston, Australian Paralympian.
Revolving around the striking ‘Eyesberg’ visual, the LookDeeper.com.au event took guests on a multi-sensory journey to change perceptions around the importance of regular eye tests for early detection and preventable blindness. Among other beautiful experiences, guests were challenged to wear specially designed eye disease simulation masks during the dinner to demonstrate the impact blindness and impaired vision has on a person’s quality of life. Taking guests on a blind access exhibition viewing and hearing the inspirational story of Matt Formston struck a deep chord and empowered guests to prioritise their eye health.
Outstanding Campaign Results
The integrated campaign increased awareness and recognition of LookDeeper.com.au as the largest optometry booking platform in Australia. Taurus generated local and national media coverage and built the profile of Klaus. Further to achieving coverage across local, online, mainline and broadcast media, increased credibility with third-party endorsement helped to change perceptions of eye health.
The experiential event generated strong messaging, positive brand perception, high engagement levels on social media and influenced behaviour.
“We loved working with Taurus for our campaign which included customer and patient case studies, development of creative ideas and the experiential event itself. The end result was a classy, high impact and intimate launch event that continues to be remembered by all that attended.”
– Klaus Bartosch, former Managing Director & Co-Founder, 1ST Group
What Taurus did for EyeHealth1st
- Taurus Bullseye™ methodology
- Creative PR media kit
- Taurus PR©
- Taurus Events©
- Taurus Profile©
- Built brand awareness
- Strategic counsel
- Glamorous VIP event and ideation
- Event management
- Key messaging
- Created launch strategy
- Compiled and invited VIPs and attendee list
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