Client: Australian Physiotherapy Association

Type of project: Creative brand campaign

The Australian Physiotherapy Association (APA) was seeking to drive consumer awareness, consideration and conversion with APA physios across Australia. A digital campaign was developed to illustrate to audiences why choosing to visit an APA physio delivers a return to mobility and the lifestyle they enjoy.

Integrating the self-deprecating humour Aussies love, the concept makes light of the road to improvement being a journey, not a race. Positively framing the moments others might see as unimpressive, the characters in our executions have nothing but pride for the feat they’ve achieved. Hence seeing their APA physio being their best move yet.

Business problem: Australians are aware of physiotherapy — more than any other allied health profession — but there’s little recognition of the APA brand and thus little reason for consumers to engage with APA.

Play Lunch solution: Develop an emotional and memorable campaign that builds long-term awareness and elevates APA physiotherapists.

Results: Currently in market – hold ya horses!

Some of the social assets

Social media assets design tiles
Social media assets carousel layout design
Social media assets design tiles fun creative concept humour
Happy client successful campaign
Humour fun exciting campaign creativity
Dance fun target audience millennial
Character actor production photoshoot
client CTA brief creative concept
website design layout client brief landing page

The campaign’s landing page

CTA call to action audience engagement

Andrea Johnson, General Manager — Marketing and Communications

“Play Lunch has been a terrific agency to work with. They took the time to really understand our organisation from the outset, and have felt like an extension of our marketing and comms team ever since. Kelly and MK have been flexible, whilst providing valuable strategic insights and creative direction throughout the whole process.”

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