Fundación Huésped Digital, Case study Talking Numbers [image] by Wunderman Buenos Aires

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Talking Numbers [image]

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Industry HIV/AIDS
Media Digital, Interactive & Mobile, Case study
Market Argentina
Agency Wunderman Buenos Aires
Executive Creative Director Sebastian Tarazaga, Dany Minaker
Creative Director Darío Ventura
Art Director Damian Lavandera
Released October 2016

Awards

Cannes Lions 2017
Media Channels: Use of Ambient Media: Small Scale Bronze Lion

Credits & Description

Title: Talking Numbers
Agency: Wunderman Buenos Aires
Brand: Fundación Huesped
Country: Argentina
Entrant Company: Wunderman Buenos Aires
Advertising Agency: Wunderman Buenos Aires
Production Company: Wunderman Buenos Aires
Account Group Director: Mercedes Cores (Wunderman Bs As)
Executive Creative Director: Dany Minaker (Wunderman Bs As)
Executive Creative Director: Sebastian Tarazaga (Wunderman Bs As)
Head Of Pr: Daniela Tucci (Wunderman Bs As)
Creative Director: Dario Ventura (Wunderman Bs As)
Art Director: Damian Lavandera (Wunderman Bs As)
Head Of Strategy: Mathilde Yvert Rankin (Wunderman Bs As)
Innovation Director: Rodrigo Gorosterrazu (Wunderman Bs As)
Data & Analytics: Javier Epilman (Wunderman Bs As)
Producer: Laura Martinez (Wunderman Bs As)
Director: Emiliano Ferrando (Duquesa)
Producer: Santiago Rusconi (Duquesa)
Music & Audio Post House: Swing Musica & Audio Post (Swing Musica & Audio Post)
Director: Rodo Castro (Duquesa)
Editor: Juan Dalessandro (Duquesa)
Production Company: Duquesa (Duquesa Production Company)
Account Executive: Lucia Pierri (Wunderman Bs As)
Communication Coordinator: Debora Fiore (Fundación Huesped)
Vp: Victoria Cole (Wunderman Bs As)
Synopsis:
Today in Argentina more than 120.000 persons are HIV positive. 30% of these people do not know about it and they’re not getting themselves checked, thinking this problem doesn’t concern them. However, being tested for HIV is the best way to slow down and stop the virus because in case of a positive result, an early diagnosis can save people’s lives.That’s why it’s crucial to encourage people to get tested.Fundación Huesped is an Argentine organization with a regional reach that dedicates itself to fight against HIV and support the persons who carry the virus, ever since 1989. In 2016, with Fundación Huesped, we took upon ourselves to increase the number of early diagnostics, to make sure more people get tested for HIV and make everybody aware of the problem of HIV.
Outcome:
With no media budget at all:We increased the numbers of HIV tests done:They were 7,046 tests done on 10,804 tests offered through the tickets.More than 65% of people chose to get tested.The number of tests done increased by 270% compared to the number of tests normally done by medical center per week.22 persons who tested positive are already in treatment with Fundación Huesped.On 1st of December, during the first 2 hours of the initiative, the hashtag #EsTuTurno (#itsyourturn) overpassed 2.200.000 impressions and was trending in Argentina and the hashtag #FrenaElVIH overpassed 1.200.000.The campaign generated a value of $12.993.479,6 of earned media and reached 44.457.666 of people.From a situation where they were waiting to check on their health, people acted and got tested for HIV. Simple but powerful statistics made people get tested, which they usually wouldn’t even consider.
Campaign Description:
To target people waiting for their routine blood test in medical centers, we converted Argentina’s HIV data into segmented and personalized statistics.We then transformed the machines that assign appointments tickets: instead of delivering tickets with a usual appointment number, we turned them and the tickets, into a media channel that handled our powerful message: a number corresponding to a shocking HIV statistic relevant to each person.When being called by the doctor for their blood test, it’s the HIV statistic that was shown on the waiting room’s displays, for all people to see, making them reflect and act on getting tested for HIV.It was the first time tickets appointments and the machines that deliver them in medical centers were used as powerful media to convey insights and messages that touch people in their intimacy to deliver them a relevant message that convert them to get tested.
Relevancy:
The Talking Numbers activation achieved a new way of delivering messages to encourage people to take action. With the use of technology, for the first time tickets for medical appointments and the machines that deliver them in medical centers were used as powerful media to convey messages that touch people in their intimacy and convert them to get tested.It took innovative transformation to convert medical centers machines into technological devices that recognized demographics and location, so that they deliver personalized statistics to each person. The combination of cutting-edge technology and traditional appointment ticket proved very successful.
Execution:
We converted Argentina’s HIV information into insight-statistics, segmenting and personalizing them to reach different people.In 70 medical centers across the country, from November 25th to December 1st, AIDS week, we transformed the machines that assign appointments tickets in clinics into intelligent computers. Instead of providing the ticket with a usual appointment number, the machine handled a ticket with a number corresponding to a shocking HIV statistic, relevant to each person. Using geolocation and face recognition technology analyzing each person’s age and gender, we personalized the HIV statistics to connect with people. When it was their turn to be called in by the doctor, it’s their ticket’s HIV statistic that was shown on the displays, making them reflect and act on the importance of getting tested for HIV.A video of the activation put on the Foundation website and social media channels, allowing the initiative to be well-known, organically.
Strategy:
Through blood test appointment in medical centers, we targeted a captive target: people waiting to get their blood test. To reach them we converted HIV information into insight-statistics, segmenting and personalizing them relevantly for different people to arrive to more than 200 statistics about HIV linked to gender, age, geographic location.Thanks to geolocation and face recognition technology we segmented our audience to address people with relevant HIV statistics as messages.The ticket appointment machines and the waiting room screens people used to get to their appointment were transformed into media that deliver our message to each person. Finally, the appointment ticket with the new segmented and personalized data message resonated with people and offering them to get tested for HIV.