Cannes Lions

PREDIABETES

OGILVY & MATHER, New York / AD COUNCIL / 2016

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Case Film
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Overview

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Credits

Overview

Description

How do you get people to take a risk test for something of which they’re either completely unaware of or in total denial about?

You make the risk test unavoidable.

Instead of creating a film about prediabetes awareness to promote a risk test, we created a direct response film that was itself the prediabetes risk test.

At the end of the spot, the viewer knows if they may have prediabetes.

Execution

The campaign launched in January 2016, aligned with the increased discussion around health post-New Year’s. A strong PR push was also initiated for Diabetes Alert Day in March — generating coverage of the video across major national news outlets. Ongoing promotion of the video will continue through January 2017.

Given our broad target audience, the video is being implemented via online channels and national broadcast outlets, with an emphasis on southern media markets. On TV, media is being targeted against channels and programs relevant to our audience, such as CBS Sports, the Golf Channel, and Seinfeld. On social, targeted promotion is planned for Facebook and YouTube, channels most used by our target audience. Influencers and bloggers will also be engaged to amplify the video later in the year.

Outcome

Since the campaign launch in January 2016, the video has received over 75,000 online views without any paid promotion (all earned or organic) — in addition to millions of impressions through coverage of the video on news outlets and shows including Good Morning America, The Dr. Oz Show, CBS News, CNN Money, U.S. News & World Report, and local FOX, NBC, and ABC affiliates across the country.

Each view counts as one more test completed. And hopefully one less person with type 2 diabetes in the long term.

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