themission Group Launches New TV Campaign for Psychology Start-Up My Online Therapy
My Online Therapy, the UK’s first virtual psychology clinic, has launched its first-ever TV and digital campaign created by The MISSION Group, which has positioned the service as “Modern Therapy for Modern Lives.”
MISSION Agencies krow, Story, Speed, and Bray Leino worked collaboratively on the campaign, producing a new 60 second film, “My Real Face,” which shows how adept we all are at putting on a mask as we juggle the day-to-day challenges of life, often covering up anxiety and other overwhelming emotions. It then explores the real faces behind the public façade, and finishes by showing the expressions of My Online Therapy customers as they set up their sessions, and then relax, once the weight has been taken off their shoulders.
As well as launching TV and Online video ads for the first time on Sunday 10th May, MISSION worked with My Online Therapy to produce and launch a new series of social video ads that are more direct response driven, building a full story around the brand and the qualities that make it stand out from rival services.
Vasileios Touronis, My Online Therapy Co-Founder and COO said: “Our audience is adept at putting different faces on, often hiding how they’re really feeling. The ‘My Real Face’ campaign acknowledges and explores those faces and in doing so, shows My Online Therapy as the modern, flexible solution to help mental wellbeing in ways that work for our audience, so they can show their truer ‘feel good’ face to the world.”
The campaign targets primarily women who often put themselves last in terms of looking after their wellbeing – after children, parents, partners, and even pets. Follow up executions will include more male faces, and Professor Green, who has invested in the brand, is due to appear in future ads for the platform.
This latest work has been created in lockdown with k.works, krow’s in-house production arm, using stock footage, remote voiceover recording, and an original music score.
James Clifton, Group Chief Executive of MISSION Group, added: “We’re really proud to be supporting My Online Therapy and championing mental wellbeing during such challenging times. This latest campaign is a great example of how our Agencies are working collaboratively to ensure Clients benefit from our wide range of marketing skills and specialisms.”