Telemedicine platform Felix Health wants to change conversations around weight loss, acknowledging that it can feel insurmountable to some.
The platform’s new hero spot shows people lamenting that calorie counting and burpees simply aren’t enough. The work is amplified by OOH, which asks prospective clients to own their weight loss journey, reminding stakeholders that there are science-based approaches to help the more than seven million Canadians who struggle with weight management (classified as living with obesity and being overweight).
“New weight loss treatments are igniting passionate conversations about how to manage weight that are based in opinions and not science,” says Mark Chiarcossi, newly minted chief marketing officer for Felix Health. “We wanted to bring the proven, scientific perspective to the forefront.”
Chiarcossi tells strategy that Felix Health has been defining its brand internally and is now ready to test its new brand and product messages to help inform Felix’s overall brand strategy.
Previously, the brand’s messaging focused on the functional benefits of skipping waiting rooms and getting treatments prescribed online and delivered to your door. But now, it’s lending a doctor-backed voice “to remove the awkwardness that hinders people from getting care.”
This is an integrated campaign spanning mass awareness channels and targeted channels. While awareness is a key metric, Felix Health also wanted to balance its awareness-building efforts with functional channels to help make it easy for people to flow through the full funnel.
In order to reframe conversations around weight loss, the brand chose channels that have a mass appeal where it “could dominate the conversation” such as subway takeovers and TV.
“We’ll also leverage social media ambassadors to help fuel online conversations,” Chiarcossi says. “You can [also] expect to see more of us throughout the rest of the year.”
The campaign can be seen in targeted channels like Toronto out-of-home, digital, print and streaming.
The out-of-home ads went live at the end of June and can now be seen in a takeover of the Bloor-Yonge (TTC) subway station. Streetcar murals, TTC train door ads, and assets on various TV networks and streaming platforms are all being rolled out early this month.
The campaign’s OOH components are designed to resemble handwritten notes from healthcare practitioners on a prescription.
“Like a professional correcting inaccurate information, you will see our markings correcting general assumptions in the real world,” Chiarcossi says.
Felix handled the creative work. Video and images are by KRP Productions, with Santis Health supporting PR efforts. Media buy was handled internally.
