UFS

Background

UFS, a 140-plus-year-old healthcare provider, deeply rooted in rural Victorian communities, sought to modernise its image while preserving its legacy of trusted community healthcare. The challenge was to connect with customers on a deeper emotional level, moving beyond transactional relationships.

Objective

To launch a rebrand campaign that would establish pride and emotional engagement with the UFS brand, forge a differentiated and meaningful market positioning, and inspire preference and loyalty among existing and new customers.

Approach

Working with The Pangea Agency, UFS developed a brand refresh strategy and creative campaign centred around the newly developed tagline “Health is Life” and campaign concept "Caring for Generations." The campaign aimed to highlight UFS's long-standing and genuine commitment to community health, while modernising its appeal.

Execution

The campaign execution included the creation of a new TVC that captures a charming and relatable moment between a mother, daughter, and a familiar UFS pharmacist. It was launched across multiple channels, including TV, digital, social media, out-of-home, and cinema in regional Victoria, starting July 7th, 2024. The campaign utilised authentic storytelling to highlight the personal touch and long-standing trust that UFS brings to their community.

Results

The campaign successfully supported UFS's identity refresh, while reinforcing its community commitment, positioning them as a modern, caring health partner for all life stages. Early metrics show impressive engagement, with above-benchmark completion rates indicating strong resonance with the community. High traffic and click-through rates to the UFS website demonstrate increased brand visibility and interest. The campaign is generating positive buzz around the brand within the community, strengthening emotional connections with existing customers, and attracting new ones. This multi-channel approach, leveraging authentic storytelling, is effectively working to modernise UFS's appeal while preserving its legacy, setting a solid foundation for enhanced brand preference and loyalty in the regional Victorian market.

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