Category: Public Health & Safety, Public Awareness Messages
Advertiser: BARMER GEK
Product/Service: HEALTH CARE - PUBLIC AWARENESS
Agency: SERVICEPLAN
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Maik Kaehler (Serviceplan)
Executive Creative Director: Christoph Nann (Serviceplan)
Art Director: Roman Becker (Serviceplan)
Copywriter: Andreas Schriewer (Serviceplan)
Account Supervisor: Ines Herbold (Serviceplan)
Graphic Design: Felix Von Pless (Serviceplan)
Programmer: Steffen Knoblich (Serviceplan)
Producer: Bianca Schreck (Serviceplan)
Media placement: City Light Poster - Much Frequented CLPs At The Hamburg Main Station - 17 January 2012
Describe the brief/objective of the direct campaign.
The client: Barmer GEK health insurance. The aim was to create a print campaign that raises awareness of the amounts of fat we consume every day without noticing – and to promote a healthier diet. The strategy was to show very literally which kind of food would contain how much fat by using it as the ink for printing the posters.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We selected a variety of foods, which we are aware of containing big amounts of fat. Then we took those actual products to a laboratory, where we extracted their fat. Then, a professional airbrush artist would use the fat from every single piece of food to create a unique message, informing passers-by about what had been done and specifically how much grams of fat were used. Once we placed these posters in front of a backlit space, the message, written in fat was clearly visible and – by looking very different to every other ad space – drove a lot of attention.
Explain why the creative execution was relevant to the product or service.
The truth is: We all eat unhealthy food, and we know it. Countless campaigns have tried to inform us about it, but we have grown tired of the same old ads, trying to ruin what we enjoy. By actually using fat to create the message, we found a new, interesting and at the same time shocking way, to illustrate what we introduce into our bodies every day and managed to create a new form of awareness and reflection. For Barmer GEK, this meant healthier clients and an image as a creative and fresh-thinking health insurance company.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Besides raising awareness of a healthier diet, we raised the traffic of the Barmer GEK website while the campaign was running. Numerous blogs and websites talked about the first posters, made of real fat. In being very different to all the other health related ad campaigns, we managed to actually impress people and to establish Barmer GEK as the health insurance company to go to for innovative and thoughtful solutions.