Cook County Health & Hospitals System (CCHHS): Case study

Credits & Description:

Agency: Ogilvy & Mather, Chicago
Media: Interactive
Category: Health & safety
URL: https://thetiniestlisting.com/
Client: Cook County Hospital
Agency: Ogilvy & Mather Chicago
Country: United States of America
Published: May 2018
Joe Sciarrotta Ogilvy Chief Creative Officer
David Hernandez Ogilvy Executive Creative Director
Luis Gabriel Ramirez Arias Ogilvy Creative Director/Copywriter
Marina Arnone Ogilvy Creative Director/Art Director
Kate Desmarais Ogilvy Creative Director/Copywriter
Gayle McCormick Ogilvy Executive Producer
Maggy Lynch-Hartley Ogilvy Senior Producer
Justin Moreno Ogilvy Associate Producer
Adam LeGrand Ogilvy Management Supervisor
Philip Puleo Ogilvy Project Manager
Tara Mullins Ogilvy USA Communications Director Senior Vice President, Media
Lisa Hill Ogilvy SVP Global Social Lead
Brad Silber Ogilvy Vice President, PR
Chelsea Real Ogilvy Senior Account Executive
Victoria Berry Ogilvy Public Relations
Mike Diedrich Ogilvy Executive Producer/ Director
Michael Weldon Ogilvy DP
Christopher Mines Ogilvy Senior Editor
Brian Salazar Ogilvy Editor
Ted Rosean Ogilvy Editor
Joe Griffin Ogilvy Audio Engineer
Corby Dodge Ogilvy Producer
David Rubin Cutters Studios Editor
Heather Richardson Cutters Studios Producer
Craig Duncan Cutters Studios Executive Producer
Tyler Roth Company 3 Senior Colorist
Lauren Roth Company 3 Head of Production
Adam Kohr Flavor Designer
Neal Cohen Flavor Executive Producer
OGILVY Chicago, USA Entrant Company
OGILVY Chicago, USA Idea Creation

Synopsis:
The tiniest listing for the tiniest guest Cook County Hospital.
This tiny listing is in support of a big cause. In Chicago, 1 in 10 babies is born premature. These preemie babies must spend the first days of their lives in an incubator. A single night's stay can cost nearly $4,000. Cook County Health & Hospitals System's mission is to deliver care regardless of a patient's ability to pay. This listing allows you to book a stay in the Neonatal Intensive Care Unit to support preemie babies in need and their families.

Synopsis
Cook County Health System’s mission is to provide the highest quality care regardless of a patient’s ability to pay. Every year they hold a fundraising gala, limiting the collection of donations to only one day. With a low budget, we needed a digital strategy to create awareness and collect funds for this year’s initiative - elevating women and children’s health. In Chicago, 1 in 10 babies is born premature. These babies can spend long periods inside an incubator and a single night stay can cost up to $4,000. Premature births in the US are covered by Medicaid, which doesn’t cover the full cost of care, leaving hospitals to raise this money themselves to provide the best care for these tiny patients and their families. It was crucial that the hospital find new mediums to go beyond the gala, while creating a long-term funding strategy without spending money on media.

Strategy
We needed to increase our base of potential donors beyond the people who attend Cook County Health and Hospital System’s annual gala. Our target audience was people in the greater Chicago area looking for accommodation through real estate websites and online rental sites. Online listings allow people to book accommodation in everything from treehouses, to castles, to igloos and apartments in high rise buildings. We wanted to use this online behavior to help save lives by creating the first listing inside an incubator, giving anyone the ability to book a night for a preemie baby in the Neonatal Intensive Care Unit. By transforming an incubator in the Neonatal Intensive Care Unit into an online listing we reached a new base of consumers in an unexpected way using a low-budget media strategy that cost a total of $115.44.

Outcome
With only $115.44 spent on media, the campaign generated more than 110 million media impressions in its first week. We saw a 1400% increase in donor engagement, and received more donations to the Cook County Health Foundation in one week than the foundation has received all year, making it the third highest grossing month in the history of the foundation.

Execution
Thetiniestlisting.com transformed an incubator in the Neonatal Intensive Care into an online listing that people could book on behalf of a preemie baby. The listing described all the life-saving amenities an incubator provides, helping to create awareness and raise funds for the work done by the Cook County Health and Hospital System. The first listing that can help save a life, the 3.4sqft one bedroom apartment was advertised in the classified section of local newspapers and on major online rental sites, for $4000/night. We shared the listing through local and national PR. We promoted the listing for a month beginning on April 27.

Campaign Description
According to residential brokerage Luxury Living Chicago Realty, 6600 brand new apartment units were expected to be delivered in Chicago in 2017. More than 90 percent of people looking for their next living situation are searching online first and more than 60 percent are looking on mobile. To create awareness for the work being done in Cook County Hospital’s Neonatal Intensive Care Unit and to invite people to donate funds to help support preemie babies and their families, we created “The Tiniest Listing” - the first listing inside an incubator. The online listing allowed people looking for home of their own to book a night for a preemie baby in the Neonatal Intensive Care Unit. The listing was promoted on major online rental sites for free.

Brief With Projected Outcomes
N/A

Audience
In Chicago 1 in 10 babies is born premature. Cook County Health and Hospital System’s provides care regardless of a patient’s ability to pay. The Tiniest Listing - the first listing inside an incubator, allows anyone to book a night for a preemie baby in the Neonatal Intensive Care Unit.