Impactful out-of-home advertising increased ArvoTerveys’ revenue and drove appointment bookings up
Demand for ArvoTerveys’ services surged on the back of a successful campaign. The results speak for themselves: revenue grew clearly during the campaign period, and both appointment bookings and website traffic increased significantly. Brand awareness also strengthened noticeably across the target areas. Extensive out-of-home visibility built brand credibility and brought ArvoTerveys firmly into consumers’ awareness.
“Out-of-home once again proved to be an effective and important part of a well-functioning marketing mix,” says ArvoTerveys Chief Revenue Officer Harri Sormunen.
The goal of ArvoTerveys’ successful out-of-home campaign was to strengthen brand awareness and increase demand for services in the company’s key market areas: Helsinki, Turku and Vaasa.
ArvoTerveys provides healthcare diagnostics services. As the market is largely dominated by established players, the campaign aimed to highlight a high-quality and genuinely more affordable alternative for these services.
The primary target group consisted of 25–65-year-olds moving in urban areas. This included both working-age people and those approaching retirement age who make independent health-related decisions. In addition, the campaign sought to reach people with an immediate need for laboratory or imaging examinations.
Ads targeted busy urban shopping and service areas
The campaign ran in two waves in January and at the turn of February–March. It used Abribus posters and digital out-of-home surfaces in central movement and shopping areas in Helsinki, Turku and Vaasa. The decision to use both Abribus posters and digital screens was based on their quality and their ability to repeatedly reach a large share of urban residents in the context of everyday travel.
The core creative message was that ArvoTerveys offers laboratory and imaging services at the best prices on the market, without compromising on quality. On a tactical level, the advertising aimed to drive consumers to ArvoTerveys’ website to explore prices and services and to book an appointment for an examination.
“Bright, high-impact out-of-home surfaces work extremely well especially during the darker season, when visibility in the urban environment becomes even more important. In addition, JCDecaux’s service and in-flight campaign reporting were clear and professional, which helped us track the campaign’s progress and impact,” Sormunen says.
Outstanding results: broad visibility sparked interest and activated consumers
The results showed that the multichannel campaign, with out-of-home at its core, had a direct impact on service demand and delivered convincing outcomes for ArvoTerveys. Revenue increased significantly during the campaign period, appointment bookings rose, and website traffic reached a new level. Brand awareness also grew strongly across the target areas.
“Overall, we have been extremely pleased with the campaign. Out-of-home was a central part of a broader media mix, and it supported the messages in other channels excellently while building brand awareness in the focus areas. JCDecaux was a great partner for us especially because, through a single player, we were able to plan and buy out-of-home efficiently in exactly the areas we wanted to target this time – Helsinki, Turku and Vaasa,” Sormunen concludes.
