CANCER BANNERS by TBWA\ Istanbul for Neolife Medical Centre

CANCER BANNERS

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Industry Hospitals, Healthcare facilities & Medical Services
Media Promo & PR, Case study
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Art Director Ozan Can Bozkurt
Released April 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: NEOLIFE MEDICAL CENTRE
Product/Service: MEDICAL CENTRE
Agency: TBWA\ISTANBUL
Date of First Appearance: Apr 12 2011
Entrant Company: TBWA\ISTANBUL, TURKEY
Entry URL: http://www.tbwa-istanbul.com/cannes/neolife/landingpage/all/index.html
Executive Creative Director: Ilkay Gurpinar (TBWA\ISTANBUL)
Creative Director/Writer: Volkan Karakasoglu (TBWA\ISTANBUL)
Art Director: Ozan Can Bozkurt (TBWA\ISTANBUL)
Brand Manager: Melis Inceer (TBWA\ISTANBUL)
Digital: Onur Caki (2019)
Media placement: Internet - Websites - 12 April 2011

Insights, Strategy & the Idea
The goal was to increase awareness about the risk of cancer during April, the month of cancer awareness. NeoLife Medical Centre, working with Turkish Association for Cancer Research and Control, also wanted to advertise their cancer screening test. In Turkey, most people believe in faith rather than science. Regarding life threatening diseases like cancer, although people know about the importance of early diagnosis, they think it won’t happen to them. In order to reverse this belief we needed to show them that the risks are more real. It was apparent that just saying “1 out of 46 people get lung cancer” isn't stopper enough to demonstrate how high the risks are. We needed to show people that it can happen to them. On one hand, the idea revealed the high risks to the target audience. On the other hand, NeoLife showed that their services are more needed than people believe.

Creative Execution
1 out of 46 people get lung cancer. We turned this probability into a media idea. We designed a banner which is seen by 1 out of 46 people. Reminding people if you see this banner, it can happen to you. We used 8 types of banners for different cancer types with different probabilities. The visitors who didn’t see the first cancer banner clicked on another page and probability started again to work against them. The more visitors travelled through the site the more probable it became of them seeing a cancer banner. The banner was placed in three of the biggest news sites of Turkey. One of them getting over 36 million impressions a day. We got a high number of impressions and reached a diverse population. News sites were especially fitting since more educated people were more likely to take action once they were aware of the risks.

Results and Effectiveness
The fixed banners were placed site-wide on 3 of the major news sites of Turkey. Each site ran the banners for a day and we received over 80 million impressions and over 320,000 clicks. The call centre received over 700 phone calls. These results were significant considering that cancer screening tests are something people would rather avoid. After the banners, NeoLife received 10 times the number of phone calls regarding cancer screening panels. Their website received 5 times the number of visitors compared to the same period last year. Among the people who called over 450 of them booked tests.