Title | DON'T GOOGLE IT |
Brand | CEBAM |
Product/Service | HEALTH SITE |
Category |
B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS |
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
Production Company
|
LOVO FILMS Brussels, BELGIUM
|
Credits
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
• 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.