Doctors Plastic Surgery is a unique and revolutionary practice in New York City. No longer is plastic surgery in New York only for the rich and famous. Their offer the most affordable plastic surgery in the city without sacrificing safety or quality results.
DDM, DID IT AGAIN!
The campaign that appeared in NYC on mid February, has everyone talking. The racy campaign with copy MADE IN NEW YORK for DOCTORS PLASTIC SURGERY in NYC.
A new practice with image and strategy conceptualized and created by DDM has achieved its goal of providing incredible notoriety to this new project which in a matter of 2 months are already overbooked and strategizing expansion.
Marketing Art Gallery parla di noi...
[...]I feel like it communicates a lot, but one communication point overwhelms all the others.
What’s being communicated here?
1. LARGE BREASTS 2. Affordable BREASTS 3. Local BREASTS
[...]Branding their surgery as “Made In New York” is an awesome way to communicate local and quality. This choice of language borrows from all the positives of New York City’s global brand. It can be likened to saying something like “Pizza: Made In New York” or “Theater: Made In New York”. It is a clever way to communicate that what you’re offering is the best there is. But again – this communication point is overshadowed by large breasts.[...]
[...]The subsequent challenge for DPS was figuring out how to successfully communicate “quality but affordable” and “world class yet local” within the confines of the new MTA (NYC subway) ad decency standards (read: tone down the shock).
Here is their second NYC subway ad, launched in the late summer of 2014:
What’s being communicated here? 1. Elegance 2. Wonder 3. Local Breasts 4. Affordable Breasts
[...] I really liked this ad – it is (spot) on strategy. $3900 appears prominently in this ad to communicate affordability – but, lest anyone think this is a low quality service, quality and elegance are beautifully communicated through simple design, excellent photography, relative modesty and rich colors. I also loved how they make their product aspirational yet attainable. Insecurity, in many ways, drives demand for plastic surgery. This ad reaches into the realm of insecurity and invites the consumer to dream…and to do so elegantly. And if the consumer feels their dreams to be too lofty, too elegant, or too “above their pay grade”, DPS reminds them that their dream is attainable because their dream is affordable.[...]
The results
8mln
of people have talked about this campaign
SOLD OUT
Overbooking for the following 15 months
NEW headquarters
new office opened to satisfy the request after the advertising campaign was released
Worldwide news
All the world televisions have talked about this campaign
Legislature
New York has changed the underground advertising rules
