| Title | DON'T GOOGLE IT |
| Brand | CEBAM |
| Product/Service | HEALTH AND SCIENCE PLATFORM |
| Category |
D01. Heath & Wellness: Corporate Image & Communication |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Production Company
|
LOVO FILMS Brussels, BELGIUM
|
Credits
| Marleen Finoulst |
CEBAM |
|
| Elizabeth Bosselaers |
CEBAM |
|
| Patrick Vankrunkelsven |
CEBAM |
|
| Peter Ampe |
DDB BRUSSELS |
Executive Creative Director |
| Tim Arts/Stefan van den Boogaard |
Ddb Brussels |
Creative Team |
| Silvie Erzeel |
Ddb Brussels |
Account Manager |
| Geert Desager |
Ddb Brussels |
Head of Digital |
| Maarten Van Daele |
DDB BRUSSELS |
Strategic Planner |
| Michael D'hooge |
DDB BRUSSELS |
Content/Insight Planner |
| Brigitte Verduyckt |
DDB BRUSSELS |
Agency Producer |
| Maarten Breda |
Ddb Brussels |
Digital Producer |
| Stefanie Warreyn |
Ddb Brussels |
Digital Producer |
| Andreea Buescu |
Ddb Brussels |
Webdesigner |
| Christophe Gesquière |
Ddb Brussels |
Webdeveloper |
| Norman Bates |
LOVO |
Director |
| Bert Brulez |
LOVO |
Producer |
| François Chandelle |
LOVO |
Producer |
The Brief
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.
Creative Execution
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.
• 1,2 million people googled symptoms during the campaign
• 7% click-through rate (benchmark 2%)
• 200% more visitors to the healthandscience site during the campaign
• Even today, the healthandscience platform has twice as much visitors than before
• Our most popular symptom turned out to be: hemorrhoids
All Belgian internet users, googling symptoms are our clients' target audience. Many of them didn't know the reliable healthandscience platform. They search online for health information and often end up at unreliable forums. The platform put all its efforts in providing reliable information but wanted more people to see them. They were looking for new visitors and to be known as Belgium's reliable destination for online health information.
The campaign was relevant for the target audience because they were warned and got introduced with the reliable healtandscience platform. And thus eliminating the need for searching health information on untruthful sites.