MNGI DIGESTIVE HEALTH GOES TO THE FAIR.

After celebrating 50 years of specialized GI care, MNGI Digestive Health never stops striving for excellence. They are a nationally recognized leader in gastroenterology diagnosis, quality, and care and the first GI care provider in the Twin Cities to embrace the game-changing AI-assist colonoscopy. MNGI continually focuses on innovative GI solutions and compelling marketing efforts. One example is their Minnesota State Fair campaign.

While people love the food at the state fair, they don’t love discussing gastrointestinal issues—digestive topics have a way of making people feel uneasy. Following a strategic game plan led by Level, MNGI set out to defuse the discomfort with light-hearted humor to connect with fun-loving fairgoers. The campaign aimed to make fairgoers more comfortable contacting MNGI about their digestive issues.

Metrics Success

CAMPAIGN RESULTS

RAISED BRAND AWARENESS

RAISED BRAND AWARENESS

STARTED CONVERSATIONS

STARTED CONVERSATIONS

EVOCATIVE MESSAGING

EVOCATIVE MESSAGING

Food and digestion are inextricably linked, and the state fair is all about food. So MNGI is a natural fit for state fair marketing.
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SERVING UP A TASTY BRAND MESSAGE AT THE FAIR.

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Level developed a media plan featuring transit advertising on buses taking fairgoers to and from the state fair. Interior signage featured a variety of MNGI messages: one celebrated MNGI’s 50th anniversary, one called out its award-winning GI care, and another promoted MNGI’s Super Colon state fair exhibit. King-size bus posters grabbed attention up and down city streets with a fun checklist of state fair foods and the digestive issues they cause. Bus-tail signage showcased MNGI as Minnesota’s Best Colonoscopy with messaging encouraging fairgoers to “get their tailpipe checked.” Lastly, fun bathroom posters urged people to contact MNGI. The overall effort was all in good fun to help MNGI promote good digestive health.

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