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Aspirin "Herosmiths"

basics
Industry: Pharmaceutical
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
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.
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.
CampaignDescription

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.
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.
credit
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Other credit:Entrant Company: ENERGY BBDO, Chicago, USA
Media Agency: MEDIACOM, Chicago, USA
Additional Company: iCROSSING, Chicago, USA
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 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
Project Manager, Gabrielle Granados, Energy BBDO
Group Planning Director, Catrina McAuliffe, Energy BBDO
Planning Director, Brian Stout, Energy BBDO
Executive Producer, Mitch Monzon, Flare (Chicago)
awards
D&AD 2018
Graphite Pencil PR
Creative Use of Media
D&AD 2018
Wood Pencil Integrated
Integrated/Large Business (over 500 employees)
The One Show 2018
Merit Direct Marketing
Digital / Websites & Mobile
The One Show 2018
Merit Direct Marketing
Ambient Media / Live Events
The One Show 2018
Merit Print & Outdoor
Ambient Media (Indoor & Outdoor) / Experiential & Installations - Single
Cannes Lions International Festival of Creativity 2017
Silver Health & Wellness
OTC Oral Medicines
Cannes Lions International Festival of Creativity 2017
Bronze Cyber
Fast Moving Consumer Goods
Cannes Lions International Festival of Creativity 2017
Bronze Direct
Data-Driven Targeting
Cannes Lions International Festival of Creativity 2017
Bronze Health & Wellness
OTC Oral Medicines
Cannes Lions International Festival of Creativity 2017
Shortlist Cyber
Content Placement
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Brand led Education & Awareness
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Data Driven Targeting
Cannes Lions International Festival of Creativity 2017
Shortlist Media
Use of Integrated Media
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Healthcare & Wellbeing
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Use of Digital Platforms
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