Circle logo overlays hospital theatre doors

Case Study

Circle Health Group – Theatre Staff Film

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Award

Film

Applications

+20%

Highlights

  • 1
    We worked in partnership with Circle to develop a smart solution to recruit to notoriously hard to fill roles.
  • 2
    We created a bold approach that stood out from the standard healthcare output, attracting the theatre staff they needed and helping to combat some of the negative perceptions of private healthcare.
  • 3
    Our result-getting award-winning film delivered a 98% year-on-year increase on applications and 50% year-on-year increase on offers.
Circle health group - Three animated theatre workers perform dance routine on a neon green background

Circle Health Group Challenges

Circle Health Group found clinical professionals hard to come by.

  • 1
    NHS loyalty is high, and private healthcare is often seen as tummy tucks and nose jobs (considered surgically boring).
  • 2
    On top of that, Circle had a specific issue with their reputation. They didn’t have one. While their competitors (brands like BUPA and Nuffield) are household names, Circle wasn’t.
  • 3
    So they needed to be ambitious, with something creatively memorable to help them stand out.
  • Circle health group - Animated employee dances on a neon blue background
  • circle health group - Three animated characters perform dance routine on a cheddar yellow background
  • Circle health group - Animated theater worker in gold shoes boogies on a red background
  • Circle health group - Animated employee dances the moonwalk on a purple background
  • Circle health group - Animated theatre workers pose at the end of dance on bright yellow background
  • Circle health group - animated theatre workers mid dance routine on lavender background

Solution

How we collaborated

  • 1
    TMP Client Services, Project management and Creative teams worked together to review the challenge.
  • 2
    We partnered with Circle to ensure the video evolved through each stage and that we were representing them and the voice they wanted the nation to hear.
  • 3
    We also worked hand-in-hand with an expert animation firm, taking the film through various stages of creation and evolution – getting the characterisation, tone and pace where we wanted them to be.

What we delivered

01

A compelling message informed by in-depth research inspired the film’s theme and approach.

Circle health group - 3 avatars standing
02

Underpinned by the core message, Life comes at you fast round here, the film helped combat perceptions of private healthcare.

circle health group - 3 avatars dancing
03

Our message: it’s about decisions, innovations, new tech… everything happens at speed and to high standards. The environment isn’t just excellent, it’s exciting.

Circle health group - 3 avatars dancing
04

Our film came with an attitude of its own. It had a script with a point of view. And, above all, it used an animation style with swagger and a sense of fun.

The result? Something the sector had never seen before.

Circle health group - 3 avatars, 2 standing & 1 sitting
01

A compelling message informed by in-depth research inspired the film’s theme and approach.

Circle health group - 3 avatars standing
03

Our message: it’s about decisions, innovations, new tech… everything happens at speed and to high standards. The environment isn’t just excellent, it’s exciting.

Circle health group - 3 avatars dancing
02

Underpinned by the core message, Life comes at you fast round here, the film helped combat perceptions of private healthcare.

circle health group - 3 avatars dancing
04

Our film came with an attitude of its own. It had a script with a point of view. And, above all, it used an animation style with swagger and a sense of fun.

The result? Something the sector had never seen before.

Circle health group - 3 avatars, 2 standing & 1 sitting

Watch our award-winning film below

Circle Health Group Results

Nobody’s done a film like this in healthcare. We wanted a head-turner and we got it.

-David Cooper, Chief Police Officer at Circle Health Group.

Our 8-week targeted media campaign spanning paid and organic channels saw us hit YouTube, Google Display Network, Facebook, Twitter and LinkedIn. There were over 200,000 views of the video (with a cost-per-view of £0.02) and over 54,000 clicks through to the Circle Health Group website.

Launch icon

1454% Increase sessions

We compared website performance data with the two months prior to the campaign.

1454% increase in site sessions
709% increase in page views
1389% increase in new users
100% increase in time spent on page

iNSIGHTS

98% Increase on applications

20% increase in applications in month 1
12% increase in applications in month 2
98% year-on-year increase on applications
50% year-on-year increase on offers

And, most important of all, application and offer stats were really positive too.

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