BHF: Viewers Given A Heart Attack
The brand objective for the campaign was to reduce the number of fatal heart attacks, while the communications challenge was to educate people about the signs of a heart attack. The campaign aimed to deliver the drama and effectiveness of ‘Watch Your Own Heart Attack’ by positioning it as event television, with a fully integrated campaign including a bespoke campaign website.
A fully-integrated campaign across TV, Radio, Print, Online and ITV Red Button Interactive. The campaign centered around a ground breaking two minute ad which took viewers through the exact experience of what it felt like to have heart attack.
10" teasers across ITV channels ran for a week in the lead up to the final two-minute ad which aired on the Sunday Midsomer Murders slot.
ITV gave viewers 24-hour access to the full ad, available via ITV’s red button interactive menu for a full week after initial transmission. A dedicated website at www.2minutes.org.uk, allowed viewers to request a mobile or email reminder, link to the British Heart Foundation and previews of 10" tease.
Out-of-home print ads used to announce the "most important two minutes of TV you’ll ever see!" on cross-track 48 sheets and washroom panels. There were Print ads in national press weekend supplements and TV listing magazines.
This ground-breaking ad achieved great cut through, being watched by more than six million people and attracting 13.1% of all UK adults.
2minutes.org.uk has since attracted more than 350,000 unique visits, whilst the film has been viewed over 300,000 times on YouTube.
Core message take-out among people who viewed the event was outstanding, with a 30% increase in knowledge that "every heart attack is different, there are a wide variety of symptoms" versus those who had not seen the event. Awareness of specific, lesser known symptoms also increased among members of the target audience (45+, C1C2D) who watched the event.
Among those viewing the event there was a 20% increase in the number of viewers who wanted to find out more about heart attacks, as well as a 24% increase in target audience members concerned about heart attacks as a health issue.
(Source: Hall and Partners)
0Unique visitors on the dedicated microsite
0Views of the ad on YouTube
0Increase in number of people wanting to find out more about heart attacks