Executive Summary
When you're outshouted in a category driven by salience, playing it safe will be the death of you.
We sought to be the brand which changed the conversations, or lack thereof, around IVF. Those conversations which made people feel abnormal for needing help, by reframing the role of Genea's IVF, not as scientific intervention for 'different' people, but as a natural extension of the baby-making process in 2020.
By boldly framing Genea as the place 'where babies come from', we were able to outperform the market, changing the fate, and DNA, of the Genea brand.
Total Campaign Expenditure...