Winners & Shortlists

DON'T GOOGLE IT

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Case Film

Presentation Board

TitleDON'T GOOGLE IT
BrandCEBAM
Product/ServiceHEALTH SITE
Category 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.