A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant
THJNK Hamburg, GERMANY
Idea Creation
THJNK Hamburg, GERMANY
Idea Creation 2
ACHTUNG! Hamburg, GERMANY
Media Placement
THJNK Hamburg, GERMANY
Media Placement 2
ACHTUNG! Hamburg, GERMANY
PR
THJNK Hamburg, GERMANY
PR 2
ACHTUNG! Hamburg, GERMANY
Credits
Name
Company
Position
Armin Jochum
thjnk ag
CCO
Mirko Kaminski
achtung! gmbh
CCO
Matthäus Frost
thjnk ag
Creative Director
Karl Wolfgang Epple
thjnk ag
Creative Director
Abir Fouani
achtung! gmbh
Art Director
Robert Hoyer
achtung! gmbh
Account Manager
Claudia Konrad
achtung! gmbh
Account Manager
Moritz Schirmböck
achtung! gmbh
Account Manager
Fabian Boettner
thjnk ag
Agency Producer
The Campaign
For more and more Germans, “Dr. Google” has become a substitute for a real doctor. So Central decided to launch a one-of-a-kind check-up service, “Praxis Dr. Internet“. Forty-two million health-related online searches were analysed. The findings showed that eight out of ten Germans google their symptoms. Yet over one in three health websites ranges from deficient to insufficient. Central shared these findings with the whole of Germany by way of a report, interactive card, infographics and sales partner information via paid, earned and owned media.
Execution
More than 140 million contacts and 1.3 billion online visits are proof positive of the nationwide relevance of Central’s initiative. Consumer organisations, medical councils and universities requested the findings. Even politicians warned against consulting “Dr. Google”. There was a huge public debate, with the focus on Central as the experts.
Today many websites are adopting the check-up service’s standards. As a positive side effect, the check-up service is establishing itself as a sales tool for marketing purposes, also leading to an increase in policies taken out through insurance brokers and the like. Even Google itselfs realised the problem and changed the search algorithm.
The Situation
More than 140 million contacts and 1.3 billion online visits are proof positive of the nationwide relevance of Central’s initiative. Consumer organisations, medical councils and universities requested the findings. Even politicians warned against consulting “Dr. Google”. There was a huge public debate, with the focus on Central as the experts. And today many websites are adopting the check-up service’s standards.
The Strategy
Central shared these findings with the whole of Germany by way of a report, interactive card, infographics and sales partner information via paid, earned and owned media.