Winners & Shortlists

DON'T GOOGLE IT

Silver Eurobest

Case Film

Presentation Board

TitleDON'T GOOGLE IT
BrandCEBAM
Product/ServiceHEALTH SITE
Category A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN
Entrant Company DDB BRUSSELS, BELGIUM
Advertising Agency DDB BRUSSELS, BELGIUM
Production Company LOVO FILMS Brussels, BELGIUM
Credits
Name Company Position
Marleen Finoulst CEBAM Manager Website Public Health At 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
Geert Desager Ddb Brussels Head Of Digital
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
Stefanie Warreyn DDB Brussels Digital Production
Maarten Breda DDB Brussels Digital Producer
Andreea Buescu DDB Brussels
Cedric Lopez DDB Brussels Graphic Designer
Christophe Gesquière DDB Brussels Web Development
Norman Bates LOVO Director
Bert Brulez/François Chandelle LOVO Producer

Results and Effectiveness

• During our campaign 1,2 million people googled symptoms • 7% click-through rate (benchmark 2%) • 200% more visitors to the healthandscience site • Most popular symptom: hemorrhoids

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. And were brought to the reliable gezondheidenwetenschap.be site (health and science) where a video clearly illustrated the risks of trusting online health information.

Insights, Strategy and the Idea

More and more people are searching health information online, via Google. The information people find is often downright wrong. CEBAM, commissioned by the Flemish government, wanted to warn the public of the possible risks. 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. And were brought to the reliable gezondheidenwetenschap.be site (health and science) where a video clearly illustrated the risks of trusting online health information.