| Title | HEADS UP! |
| Brand | AOK |
| Product/Service | AOK BACK HEALTH PROGRAMS |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
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SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
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SERVICEPLAN Munich, GERMANY
|
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Advertising Agency 2
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PLAN.NET Munich, GERMANY
|
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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 brief was to create awareness for the health problem “text neck” which can lead to neck pain and postural deformities. Insurance companies are already aware of the fact that this causes more cases of illness that have to be threatened creating huge costs. What was still missing was the awareness of every single smartphone user. For this reason “Heads Up!” was the ideal impulse to create awareness for healthier smartphone usage.
Campaign Success
Reaching the user right at the core of the problem – namely while looking down on the smartphone – “Heads Up!” became the ideal campaign to create awareness for the health problem “text neck”. The AOK published the mobile ad on stern.de starting on Back Health Day 2015 and it remained online for one week.
Describe the success of the promotion with both client and consumer including some quantifiable results
“Heads Up!” created widespread awareness in the mobile internet. Within a week thousands of visitors lifted their heads and alleviated the strain on their necks.
Explain why the method of promotion was most relevant to the product or service
“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. Key element is the forced reaction by the users: once they stopped holding the smartphone upright, the news were not readable anymore. As a result users could book preventative AOK back health programs.