| Title | DR. INTERNET |
| Brand | CENTRAL KRANKENVERSICHERUNG |
| Product/Service | HEALTH INSURANCE |
| Category |
B13. Content Led Engagement & Marketing |
|
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
| 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.