Aspirin Digital, DM, Case study Aspirin Herosmiths [image] 1 by Energy BBDO Chicago

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Aspirin Herosmiths [image] 1

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Industry Health & Pharmaceutical Products
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market United States
Agency Energy BBDO Chicago
Chief Creative Officer Andrés Ordoñez
Associate Creative Director Agustin Ballerio, Fernando Passos, Alejandro Juli
Executive Creative Director Alistair Robertson
Creative Director Pedro Perez, Josh Gross
Art Director Chris Cavalieri
Released October 2016

Awards

Cannes Lions 2017
Cyber Web Campaign: Fast Moving Consumer Goods Bronze Lion

Credits & Description

Title: Aspirin Herosmiths"
Agency: Energy Bbdo
Brand: Bayer Consumer Health
Country: USA
Entrant Company: Energy Bbdo, Chicago
Advertising Agency: Energy Bbdo, Chicago
Media Agency: Mediacom, Chicago
Production Company: Flare Bbdo, Chicago / Maverick, New York
Additional Company: Icrossing, Chicago
Chief Creative Officer: Andrés Ordóñez (Energy Bbdo)
Creative Director: Pedro Pérez (Energy Bbdo)
Creative Director: Josh Gross (Energy Bbdo)
Head Of Integrated Production: Rowley Samuel (Energy Bbdo)
Director Of Music: Daniel Kuypers (Energy Bbdo)
Associate Creative Director: Alejandro Juli (Energy Bbdo)
Associate Creative Director: Agustin Ballerio (Energy Bbdo)
Lead Designer: Hung Vinh (Energy Bbdo)
Associate Creative Director: Fernando Passos (Energy Bbdo)
Associate Music Producer: Nick Maker (Energy Bbdo)
Executive Creative Director: Alistair Robertson (Energy Bbdo)
Art Director: Chris Cavalieri (Energy Bbdo)
Executive Director Of Content & Delivery: Brian Cooper (Energy Bbdo)
Executive Producer: Jeff Drooger (Energy Bbdo)
Senior Integrated Producer: Elena Robinson (Energy Bbdo)
Global Client Service Director: David Goring-Morris (Energy Bbdo)
Client Service Director: Katie Clow (Energy Bbdo)
Account Director: Trish Von Rein (Energy Bbdo)
Account Executive: Kristen Schumacker (Energy Bbdo)
Project Manager: Gabrielle Granados (Energy Bbdo)
Group Planning Director: Catrina Mcauliffe (Energy Bbdo)
Planning Director: Brian Stout (Energy Bbdo)
Senior Planner: Jesse Unger (Energy Bbdo)
Director: David Garcia (Maverick Nyc)
Executive Producer: Mitch Monzon (Flare (Chicago))
Editor: Sean Berringer (Flare (Chicago))
Editor: Jill Dugan (Flare (Chicago))
Editor: Casey Cobler (Flare (Chicago))
Execution:
We set out to build a safety net of aspirin-carrying Smiths, to make sure there’s always aspirin around. But first, we had to arm them. We created HeroSmith Kits, which provided the tools and information needed to carry aspirin and help save a life. At TheHeroSmiths.com, Smiths could pledge to carry aspirin, order their own HeroSmiths kit, see how many people they could protect daily, and recruit their Smith friends. Next, we went to a town with one of the highest heart attack rates in the country to arm every Smith with aspirin, and see our theory in action. They became the voice of the brand in an online documentary series. And then we went to public events – where people are actually more likely to have heart attacks – to recognize and arm Smiths. From there, people took it upon themselves to recruit more Smiths, growing our network of aspirin-carrying HeroSmiths.
Strategy:
Rarely before has a big healthcare brand talked to anyone except their immediate, at-risk, target audience. But we knew we could create a safety net of aspirin carriers by talking to people with the last name Smith, because there’s 1 Smith for every 130 Americans. The bulk of our campaign was launched during the month of February, which is Heart Month. We wanted the organic recruitment of Smiths to activate during a time when the messaging was going to resonate with people.
Outcome:
Smiths in America have embraced the campaign. And by reaching out to the 2.4 million Smiths, we reached 63.5 million individual people in the first couple of weeks. Not only have we created a reason for an entirely new market to purchase aspirin, but after being exposed to the campaign, people are 233% more likely to agree that Bayer Aspirin is a brand they love. Behavior-wise, the intent to carry aspirin has increased 67.4% nationwide, with over 88,000 pledges to carry aspirin in the first couple of weeks. .
Brief with projected outcomes:
Our main challenge was balancing what we were legally allowed to say, with keeping the creative interesting. We were required to have the campaign pass through multiple layers of approval with Bayer’s legal department.
Synopsis:
There is a heart attack every 42 seconds, and they’re very unpredictable. You never think you’re going to have a heart attack, or that someone is going to have a heart attack near you. Bayer sought to change people’s behavior from keeping aspirin in their medicine cabinet as part of an aspirin regimen, to keeping it in their pocket, and always carrying it on them, to create a safety net of aspirin carriers.
Campaign Description:
The idea was to create a safety net of aspirin carriers by arming people with the last name Smith —the most common last name in America—with aspirin.