It's not uncommon for agency personnel to do field research when preparing a campaign. Sending staffers underwater, however, is a bit out of the ordinary. While fashioning their first work for SwimEx aquatic systems, executives from Read Tatulli & Purdy of Providence, R.I., got more than their feet wet as they tried out the client's therapeutic pools.
The mission: create ads that reposition the Warren, R.I.-based client as a maker of products that set industry standards. The resulting print campaign--tagged, "Defining aquatic therapy"--features customers who have regained mobility thanks in part to SwimEx pools.
"Our job was to focus on the benefits to the patient and to convince the therapist that we offer impressive benefits to consumer and therapist alike," said RTP account supervisor Ralph Izzi, who, along with creative director Paul Dozios, attended aquatic therapy workshops--in the pools themselves--to gain insight for the ads.
The six-figure campaign, targeting physical therapists and healthcare providers, will run through the end of the year in Physical Therapy, PT Journal, Assisted Living Today and elsewhere. The client is handling media chores.