0
increase in awareness of symptoms
0
increase in calls to St John Ambulance relating to heart ailments
Challenge
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong as it’s rarely dramatic at all.
This campaign by Barnes, Catmur & Friends in New Zealand drew attention to the subtle warning signs and actually saved a life.
According to the Organisation for Economic Cooperation and Development (OECD), New Zealand loses 138 lives to heart disease per 100,000, which is 18 per cent higher than the OECD average.
The problem is, there are misconceptions around what a heart attack really looks like, and therefore many heart attacks simply go undiagnosed.
Solution
Dentsu Aegis agency Barnes, Catmur & Friends worked with the Heart Foundation, on a mission to help raise more money and save more lives than ever before.
They did it through a television advert called ‘The Heart Attack Act’ that asked viewers to judge ‘Who gives the most realistic performance of a heart attack?’ and then showed series of ordinary people acting out what they thought a heart attack looked like.
Viewers had to choose which one they thought was most realistic. But it was a trick question. The twist was it was that the person on screen who was actually showing symptoms of a heart attack was a guy on a bench sitting just left of frame. The campaign played on these misconceptions.
Result
Not only did St John Ambulance report a 28% increase in calls relating to heart ailments, awareness of symptoms increased by 54%, and what’s more, actual lives were saved!
New Zealand truck driver, Eddie Davies was just one of the many lucky people saved by the advert’s clever messaging. Before Davies had watched the ad, he’d been dismissing chest pain for heartburn. It transpired that the 63 year old had been having many small heart attacks all week before a major heart attack finally occurred.
As well as saving many lives, the agency won the Gold Best Strategic Thinking, Gold Charity Not for Profit, Gold Limited Budget, and Gold Highly Commended in the Effies. But more than award-winning, it was a truly life changing campaign for many residents of New Zealand.
This work was undertaken as part of Dentsu Aegis Network’s partnership with the United Nations and our commitment to the Common Ground initiative.
"I could've been dead. That ad saved my life."Eddie Davies, New Zealand truck driver
KFC 炸雞圍兜兜
台灣肯德基(KFC) 推出史上最酥脆的炸雞，滿滿的酥脆碎屑，每一口都讓人垂涎三尺，但也造成了一連串的不幸「屑屑災難」。除了眼睜睜看著美味的碎屑掉落在地，還引發了一系列的問題
ORIS《親愛的，我認養一隻小丑魚》
ORIS打造虛擬寵物認養體驗，復育台灣原生種小丑魚
KFC 炸雞圍兜兜
台灣肯德基(KFC) 推出史上最酥脆的炸雞，滿滿的酥脆碎屑，每一口都讓人垂涎三尺，但也造成了一連串的不幸「屑屑災難」。除了眼睜睜看著美味的碎屑掉落在地，還引發了一系列的問題
Yahoo TV 元宇宙共創所
傳統影片製播從前端企劃、執行、到後期製作，往往費時又耗費人力。Yahoo TV 「虛擬製播技術」更省時、更可控、更即時、且更低門檻，全面解決行銷人痛點！
家樂福元普渡NFT
在元宇宙普渡，NFT就是供品！2022兩大流量密碼變現家樂福中元銷售
職流電@Gather
電通了，職涯通了！在元宇宙自由探索電通集團，直達職涯新里程。
黑松動物擂台
全台首創智販機沉浸式互動遊戲 在孩子在玩樂中學習動物新知
14天! 蝦皮購物88入魂禮包讓爸爸燃起來
蝦皮購物聯手站內88個店家共創「88款老爸入魂禮包」，不僅成功提升88節檔期流量及銷量，更讓子女們透過送禮開啟與爸爸的對話拉近彼此距離。
Pizza Hut 逗陣Hot台味 MV
與在地人氣饒舌團體合作歌曲與MV，表現必勝客品牌Hot台味精神
中國信託家無常
呼應品牌精神 -「We are family」，以復刻台灣 50 年故事的品牌影片為核心，同步發動媒體、新聞議題、社群KOL ，獲得更多元的關注與認同，顯著提升品牌好感。
屈臣氏超越 Googld Ads 的 DataFeed+ ！
幫助客戶打破 Google Ads 廣告系統限制，建立自動化的 DataFeed+ 系統工具，自動化將商品分組，對症下藥，有效分配預算，使各層級商品能即時調整並優化，帶來相對應的轉換率及流量。
凌華科技解析消費者意圖，用關鍵字搜尋找到目標客戶
如何透過關鍵字搜尋，幫助台灣第二大工業電腦產業 ADLINK 凌華科技，打破過去透過實體展覽開發潛在客戶的模式，提升市場的品牌知名度，找到潛在目標客戶、提升轉換率。
VOLVO品牌娛樂行銷專案《我的 VOLVO 怎麼那麼可愛》、《 今天來個 VOLVO GO 》
我們為客戶Volvo打造的第一個品牌娛樂內容，透過兩系列、共四集的節目，分別提供顧客和客戶銷售顧問了解與販售車款最好的工具，解決了客戶面臨疫情下顧客無法到展間賞車的問題。
Yahoo 行銷大無畏
以”妖魔橫行”比喻未來Cookieless的行銷亂象，全方位激發行銷人危機感
跑步廣告衣
讓全台500萬跑者，穿上跑步廣告衣，成為移動式數位新媒體
朱銘美術館來嗑藝術季！
一個不能吃的便當創造超過700萬的媒體聲量
安麗紐崔萊植萃追溯之旅
把廣告打造成一款簡短好玩的手遊，讓大家輕鬆有趣體驗全產品旅程
NISSAN ALL NEW SENTRA新車上市
透過「娛樂話題」吸引消費者關注，同時強化「通路」佈局搶先接觸潛在車主! NISSAN ALL NEW SENTRA成功於暑假旺季期間牽制競品，預售接單為目標的1.5倍，2020年上市首月交車量竄升至國產轎車Top 2銷售量。
信義房屋信任幸福系列
跟著男女主角經歷從「疑婚」到「生子」的信任危機，再重拾信任。
屈臣氏佳議員事件簿
透過諧音的方式《加一元=佳議員》讓消費者更能輕鬆理解且印象深刻 。