Cannes Lions

Take care

DOCMORRIS - DIE APOTHEKE., Heerlen / DOCMORRIS / 2021

Presentation Image
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Background

Brief: Make Germany see the emotional and trustworthy side of DocMorris.

Challenge: DocMorris was only known as an online pharmacy and was not considered very likeable. At the same time, Christmas 2020 was a very special holiday due to the Covid-19 pandemic.

Idea

Given the fact that Christmas 2020 made values like togetherness, family and health more important than ever, we created a film that focused on this exact insight. With the emotional story of our old man (seemingly) trying to become fitter, we overwhelmed the audience with his actual goal to surprise his grand-daughter with a very special gift. This way, we made people connect with DocMorris on an emotional level.

Strategy

To endear the DocMorris brand to consumers, we created a viral film that emotionalizes DocMorris right around Christmas time – the time of year, when family and health become most important to us.

Execution

Timeline: December 2020

Placement: Digital advertorials (Unrully) and social media (Facebook, YouTube, Instagram, LinkedIn) on the channels of Zur Rose, DocMorris, Doctipharma, Promofarma.

Implementation: For the agency, Jung von Matt SAGA, the aim was to make digital health a tangible experience and to position the DocMorris brand as a close and reliable partner in all situations, especially at Christmas.

Scale: As the film performed very well, the conversion rate was pushed into the background and the view figures became KPI number 1.

Outcome

The film went viral instantly and got over 147 million views worldwide: 80% organic impressions and 20% paid impressions. The film was also featured in major publications around the world such as The Sun, Independent, Horizont, W&V, Muse by Clio and much more. Across social media, we gained about 114,000 owned media interactions (Likes, Shares, Comments).

There was an outpour of emotional comments as people shared it with their loved ones around the world.

Similar Campaigns

10 items

Shortlisted Cannes Lions
Take Care

SUNE SORENSEN, Los angeles

Take Care

2022, DOCMORRIS

(opens in a new tab)