A05. USE OF DIGITAL IN A DIRECT MARKETING CAMPAIGN
Entrant Company
DDB BRUSSELS, BELGIUM
Advertising Agency
DDB BRUSSELS, BELGIUM
Production Company
LOVO FILMS Brussels, BELGIUM
Credits
Name
Company
Position
Marleen Finoulst
CEBAM
Elizabeth Bosselaers
CEBAM
Staff Member At Belgian Centre For Evidence/Based Medicine Medicine Ku Leuven
Patrick Vankrunkelsven
CEBAM
General Manager
Peter Ampe
DDB Brussels
Executive Creative Director
Tim Arts
DDB Brussels
Art Director
Stefan Van Den Boogaard
Ddb Brussels
Copywriter
Maarten Van Daele
DDB Brussels
Strategic Planner
Michael D'hooge
DDB BRUSSELS
Content/Insight Planner
Silvie Erzeel
Ddb Brussels
Account Manager
Brigitte Verduyckt
DDB Brussels
Tv Producer
Andreea Buescu
DDB Brussels
Design Lead
Cedric Lopez
DDB Brussels
Graphic Designer
Maarten Breda
DDB Brussels
Digital Producer
Stefanie Warreyn
DDB Brussels
Digital Production
Norman Bates
LOVO
Director
Bert Brulez/François Chandelle
LOVO
Producer
Pieter Jan Vanneste
Seodvize
Seo Specialist
Christophe Gesquière
DDB Brussels
Web Development
The Brief
More and more people are searching health information online, via Google.
The information people find is often downright wrong. The Belgian governmental medical website gezondheidenwetenschap.be wanted to warn the public of the possible risks.
Creative Execution
We bought the 150 most googled symptoms in Dutch. By conveniently using Google AdWords we reached only the people we needed to reach & just at the moment they needed a warning. So whenever people searched for one of those symptoms, they saw our message.
Describe the creative solution to the brief/objective.
By conveniently using Google AdWords, we alerted the population when they were googling their symptoms. For example, if you googled “twitching eyelid”, the first result was the following message: “Don’t google it, check a reliable source.” This lead to the medical site ‘gezondheidenwetenschap.be’, a medical platform supported by the Flemish government. We hosted a video on their reliable platform clearly demonstrating the risk googling and trusting online health information.
Results
• 1,2 million people googled symptoms during the campaign
• 7% click-through rate (benchmark 2%)
• 200% more visitors to the healthandscience site
• Our most popular symptom turned out to be: hemorrhoids.