YOOBOT 2009 by PHD London for British Heart Foundation/ BHF

YOOBOT 2009

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market United Kingdom
Agency PHD London
Released September 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: BRITISH HEART FOUNDATION
Product/Service: CHILD OBESITY CAMPAIGN
Date of First Appearance: Sep 26 2009 12:00AM
Entrant Company: PHD , London, UNITED KINGDOM
Entry URL: http://www.yoobot.co.uk
Media Manager: Suneil Saraf (PHD)
Media Planner: Katie Doveston (PHD)
Managing Partner: Sean Meikle (PHD)
: David Foggon (Drum)
: Jessica Brady (Drum)
: Barty Mee (Drum)
Planner: Peter Zezulka (Grey)
Senior Account Manager: Chris Sherwood (Grey)
Media placement: TV Campaign - Nickelodeon - 26 September 2009
Media placement: Online - Nick.co.uk + Kids Targeted Gaming Sites - 26 September 2009

Results and Effectiveness
More than 500k Yoobots were created (c.20% of the target audience!) User engagement rose 67% YOY from 18 minutes to over 30 minutes. Longer engagement with the game helped to get the core message across - 57% agreed that they needed to exercise regularly to be healthy when they get older (47% pre-campaign) Actual behaviour change has been equally impressive. 42% said they were already doing more exercise than in the past and 72% claim to be eating healthier food as a result of the campaign. 44% said the campaign communicated the need for a healthier/ balanced diet.

Creative Execution
BHF launched a sequel, Yoobot vs. Yoonot, introducing Yoonots – mischievous, alternate avatars of each kid’s Yoobot with which they could do battle. In partnership with Nickelodeon, we created a series of ads that launched the new game and invited kids to star in ‘Day of the Yoobots’ on 21st December, a complete station takeover where all sponsorship bumpers would feature the Yoobots of our 11 lucky competition winners. Kids entered the competition via a bespoke ‘Dodgeball’ game hosted on the Nickelodeon website where their Yoobot character took on its Yoonot nemesis. To focus on the long-term benefits of regular exercise, performance in the Dodgeball game relied upon the health of their Yoobot, encouraging kids to play more often and make healthier choices for their avatars. Dodgeball kits were also sent to thousands of schools so that kids could play the game offline as well.

Insights, Strategy & the Idea
UK childhood obesity is a growing problem. The BHF seeks to combat this by empowering children to make their own diet and lifestyle choices. In 2008 they produced an online game, Yoobot, which delivered healthy eating messaging via personalised avatars at www.yoobot.co.uk. Whilst children were eager to play Yoobot, we found that longer engagement with it increased their learning significantly. 2009’s campaign had two main challenges: • Creating a new reason to interact with Yoobot.co.uk • Encouraging sustained engagement in order to increase learning potential Qualitative research revealed an over-riding insight which would drive the communications solution. Whilst TV was still the most important, talked-about media for kids, starring on TV, rather than just watching it is what they really wanted to do. THE BIG IDEA: This year Yoobot can make you healthy AND FAMOUS. So, how could Yoobot help kids to star on TV?