| Title | DONATE KM |
| Brand | PONDERAS HOSPITAL |
| Product/Service | HEALTHCARE |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
GEOMETRY GLOBAL Bucharest, ROMANIA
|
|
Advertising Agency
|
GEOMETRY GLOBAL Bucharest, ROMANIA
|
Credits
| Mihai Fetcu |
Geometry Global |
Creative Director |
| Sorana Somesan |
Geometry Global |
Senior Copywriter |
| Florina Alexandru |
Geometry Global |
Senior Art Director |
| Matei Vasiliu |
Geometry Global |
Senior Art Director |
| Stefan Vasilachi |
Geometry Global |
Head Of Art |
| Alex Petrescu |
Geometry Global |
Strategic Planner |
| Raluca Berceanu |
Geometry Global |
Senior Digital Account Manager |
| Patricia Arbanas |
Geometry Global |
Account Director |
| Mihaela Zaharia |
Geometry Global |
Pr Specialist |
| Alexandra Carlsson |
Geometry Global |
Social Media Strategist |
| Corin Chiriac |
Geometry Global |
Digital Planner |
| Raluca Bailescu |
Makesense |
Managing Partner |
| Aura Dumitru |
Makesense |
Pr Manager |
The Brief
Ten years ago, Romania ranked 24th in Europe’s top on population obesity. Today, Romania ranks 3rd in Europe’s obesity chart, with more than half of the adult population showing signs of obesity.
Ponderas is the only Center of Excellence in obesity surgery in Eastern Europe. Some already know this, but too few understood what really sets Ponderas apart from other hospitals.
Ponderas needed a campaign that would stretch outside medical communication and change its perception from a regular Romanian hospital to a place that does not treat patients, but helps people get better.
Creative Execution
Romanians don’t love hospitals. Ponderas doesn’t act like one. Ponderas’ mission is not about patients, but about helping people get better and live a normal life. European Obesity Day was an opportunity to reveal Ponderas to Romanians.
Ponderas decided to collect acts of obesity prevention from Romanians. In return, one man's life got back to normal. Everyone joined in because it was simple and fun. The person who needed help the most was saved by a common effort and, at the end, everyone understood what Ponderas is all about.
Describe the creative solution to the brief/objective.
Ponderas wanted to inspire people to do more for their well-being, and position itself as the hospital where the helping and caring part doesn’t start in the operating room.
Tell someone to exercise more and you will be ignored. Tell someone he can help another man just by walking, running or biking, chances are they will start moving.
Ponderas promised to change the life of a man in return for people to exercise more. Using #donatekm on social media, everyone could share their physical activity and, when 10,000 km were reached, a man’s life got back to normal.
Results
Ponderas set to raise 10,000 km, but in the end there were 17,239 km shared - that’s half the Earth’s circumference in one week. The #donatekm hashtag was a trending topic in Romanian social media and traffic on Ponderas' site increased during the campaign.
But, what's more important is that people continue to use the hashtag even after the campaign ended.