Urology Centers of Alabama
Turning March Madness into Vas Madness
Urology Centers of Alabama wanted to increase vasectomy appointments and give men a reason to stop putting off the procedure.
March gave us one.
THE CHALLENGE
Vasectomies are not exactly something most guys wake up excited to schedule.
UCA needed a way to make the conversation feel less clinical and more approachable while giving prospective patients a timely reason to finally make the appointment.
THE IDEA
We connected vasectomy recovery with something plenty of guys were already planning to do in March: veg out on the couch and watch basketball.
The campaign borrowed the language, brackets and energy of tournament season to make the subject easier to talk about.
The campaign ran across Facebook, local newspapers and radio spots on ESPN and other local sports programming.
THE RESULT
Vas Madness helped drive a 35% year-over-year increase in scheduled appointments.
It also picked up industry awards for the creative, proving that sometimes the shortest path to a serious business goal involves basketball, brackets and a couple of strategically placed balls.
Concept Development, Creative Direction, Copywriting
Hi, I’m Marc.
Every fall, I spend an unreasonable amount of time researching fantasy football.
I analyze the stats, read expert insights, complete mock drafts, and make a list of players who ruined my life last season.
So basically advertising, only with more trash talk and a very real chance of losing money to your friends.
I’ve won the league twice. More importantly, I've never finished last and had to shave my head.