The campaign is based on giving well-known commercial for other brands a surprising twist. All three we got to play around with, had all aired heavily on TV so that the audience were familiar with them. In our versions of the commercials, the actors, sound guy and camera-man respectively suffered from a sudden stroke, bringing the production to an abrupt halt as crewmembers rushed to help.

The series of stroke version-commercials turned out to be a win-win situation: Brands got positive PR by supporting an important cause, and the NAA were able to run TV-commercials. Proving that a stroke can happen at any time in a surprising way, the idea generated a landslide of new members for the NAA.

In the campaign period the NAA Website experienced an increase in page visits of 271%, generating what the NAA called “a significant amount of new members”.

As the NAA have a company policy of not sharing information concerning their member statistics, we are unfortunately unable to provide any concrete numbers.