Title	HEADS UP!
Brand	AOK
Product/Service	AOK BACK HEALTH PROGRAMS
Category	B01. Education & Awareness
Entrant Company	SERVICEPLAN Munich, GERMANY
Advertising Agency	SERVICEPLAN Munich, GERMANY
Advertising Agency 2	PLAN.NET Munich, GERMANY
Media Agency	PLAN.NET Munich, GERMANY

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Markus Maczey	Plan.net	Executive Creative Director
Axel Thomsen	Plan.net	Executive Creative Director
Cornelia Blasy-steiner	Plan.net	Executive Creative Director
Christoph Bohlender	Serviceplan	Copywriter
Carina Disch	Plan.net	Copywriter
Friederike Froehlich	Plan.net	Copywriter
Richard Wegele	Plan.net	Art Director/Graphic Design/Screendesign
Verena Wenisch	Plan.net	Account Director
Philipp Schmidt	Knutschmidt.de	Programmer
Philipp Von Mauch	Plan.net	Programmer
Maximilian Janda	Plan.net	Agency Producer Film
Katrin Kalchschmid	Plan.net Media	Media Manager
Lorenz Langgartner	Serviceplan	Creative Innovation Manager
Franz Roeppischer	Serviceplan	Creative Innovation Manager

The Brief

The campaign was targeted to all health-conscious smartphone users. By reaching users at the core of the problem “Heads Up!” created widespread awareness for the so called “text neck”.

Creative Execution

The mobile ad “Heads Up!” was published on stern.de on Back Health Day 2015, March 15th, and was online until March 22nd. With this interactive, innovative and so far unseen mechanism the AOK emphasized its preventive, modern and accommodative position.

“Heads Up!” created widespread awareness in the mobile internet. The mean residence time on the ad was almost 3 minutes – within a week thousands of visitors lifted their heads and alleviated the strain on their necks.

By rejecting the access to the news on the website when the smartphone was not held in an upright position, users were forced to deal with the topic “text neck”. And they were also forced to directly change their behavior to healthier smartphone usage.