| 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
|
Credits
| 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.