| Title | HEADS UP! |
| Brand | AOK |
| Product/Service | AOK BACK HEALTH PROGRAMS |
| Category |
B02. Use of Mobile Devices |
|
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 |
Brief Explanation
“Heads Up!” is the first interactive mobile ad that reached the user right at the core of the problem: namely while using the smartphone with a tilted head.
On Back Health Day 2015 the news on the website stern.de were only visible when the smartphone was held in an upright and healthy position. Key element is the forced reaction by the users: once they revert to old habits and stopped holding the smartphone upright, the news were not readable anymore. As a result users could book preventative AOK back health programs.
Results and Effectiveness
“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.
Creative Execution
By creating an ad that included actual news content from the website stern.de, “Heads Up!” demonstrates a new, innovative and so far unseen way of pointing the problem “text neck” out to the smartphone users. The mobile ad linked the users to a website where they could book preventative AOK back health programs.
Insights, Strategy and the Idea
The campaign addressed 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”. Both – new customers and existing customers – remembered the AOK not only as a trustworthy health insurance company, but also as a modern, preventive and an accommodative partner.