ABBOTT, Shanghai / ABBOTT / 2018
To achieve the objectives of getting people to live an active and healthy life, creatively, two inspirational patient stories were produced (a diabetic who climbs mountains and a heart patient who runs marathons) to prove that common diseases were no obstacle to better health Then the City orienteering challenge event to provide personal curated experience for walking for health and for a fuller life.
Abbott partnered with Chinese Mountaineering Association (CMA) and Shanghai Mountaineering Outdoor Sports Association (Shanghai MOA) designed fun activity tasks for the orienteering event, from having children use stethoscopes to measure their parent’s heart rates to walking in stilts to answering health-related questions while in the “plank” position while being 94 stories above the city, participants found themselves in a city playground of fun and knowledge that was easy to share on social channels and easy to do in their daily life with their friends and families.
•Our real patient videos helped lay a groundwork of awareness for the Orienteering event as we promoted them on social channels to inspire people to take action and drive applications/awareness to May 20 orienteering event.
•To ensure the curated experience is fun, meaningful and engaging, we worked with multiple partners on fun and educational task development. A total of 37 routes that stretched out to almost the entire Shanghai city and near 4,000 teams of 5 that participated each needed to overcome 7-8 challenges spread out over as many as 18 kilometers by walking or taking public transportation, competing for trophies with fastest speed to the final destination.
•The real patient stories coupled with the daylong routes of activities created a strong social media response to expand the orienteering’s impact beyond Shanghai.
•The patient videos viewed 171,000,000times
•More than 100,000 signed up for the orienteering event, and 20,000 participated in the event
•A live stream with Mr. Gu’s team reached 326,000 unique views.
•User Generated Content on the orienteering event estimated on 14MM WeChat views and posts.
•Abbott’s Shanghai reputation grew to 96 from a 92 rating prior to the campaign
•Abbott was awarded as a “Healthy living Advocator” by the orienteering committee and organizer.
Overall, brand awareness and favorability grew measurably from our introduction of the life champion videos and those patients’ participating in the orienteering event. Framed in a broader message of increased focus on health, the real patient video and orienteering event showcased Abbott brand promise as well as its values as a company for Shanghai residents to experience.
2017, RONALD MCDONALD HOUSE CHARITY
LEO BURNETT IBERIA, Lisbon
2011, AMNESTY INTERNATIONAL