Asia Pacific Healthcare Group, has recently completed a rebrand to bring the parent company and eight of its subsidiary brands under a new name – Awanui. Awanui Labs provides pathology services through its labs and over 150 collection centres nationwide. The new name symbolises this network.
APHG asked Lion’s Share to help them get the word out to customers that there’s a new name to look for when they need a blood test. The campaign included a landing page, printed collateral, out of home and a TVC. They had already purchased 15 second slots on free-to-air television, so the concept needed to be simple, clear and get the message across quickly. For authenticity, we borrowed an Awanui staff member and actual phlebotomist to wear the uniform. The braided river image is a nod to the new name, which translates to ‘big river', and was added in post.
Watch the TVC below.