| Title | HEADS UP! |
| Brand | AOK |
| Product/Service | AOK BACK HEALTH PROGRAMS |
| Category |
I03. User Experience |
|
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 |
Creative Execution
By creating an ad that included news content from the website stern.de, “Heads up!” demonstrates an innovative and so far unseen way of pointing the problem “text neck” out to the smartphone users. Via the attitude sensor of the smartphone the mobile ad detected the angle in which the smartphone was held. As soon as the smartphone was held in a healthy angle, the news on the website stern.de got readable to the users. Once they stopped holding the smartphone upright, the news were not readable anymore and a call to action motivated the users to hold the smartphone upright.
The mobile ad “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.
“Heads Up!” is the first mobile ad that reached the user right at the core of the problem: while using a 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. As a result users could book preventative AOK back health programs.