The Challenge
The best cancer treatment center in Michigan needed to be seen that way.
Client
Karmanos Cancer Institute
Services
Advertising, Digital, Consulting, Media
The Idea
Battling cancer is never a fair fight — you need every edge you can get.
We avoided the conventional soft and fuzzy approach, and instead, positioned Karmanos as an unfair advantage.
Messaging made it clear that Karmanos was all about kicking cancer’s ass.
We created preference for Karmanos by detailing the resources they offer that no one else can.
What Happened
Territory Marked
TV, radio and outdoor advertising established Karmanos as the leader in cancer care in Michigan.
Content With Traction
Digital brand videos have been viewed more than half a million times.
Energy Inside and Out
The new tagline “Your Best Chance” inspired and invigorated everyone who works at Karmanos.
