MAKEHEALTHLAST.CA|短视频|广告营销案例【ADGuider广告指南】

MAKEHEALTHLAST.CA

案例简介：简要解释 2011 年，心脏与中风基金会利用严酷的事实打击了婴儿潮一代的恐惧，并提高了人们对一个夺走每三名加拿大人 1 人生命的问题的认识。2012 年，我们开始了一项多年战略的第二阶段，授权加拿大人将这一知识转化为行动。我们使用传统和非传统媒体来驱动人们让健康持续下去。在那里，他们有权改变未来，让健康持续下去。描述客户的简报在我们的 “死亡等待” 运动成功地让加拿大人意识到心脏病和中风的现实后，我们现在不得不更进一步。我们需要激励他们，为他们提供一些工具来解决这个问题。80% 的心脏病和中风是可以预防的，即使对你的健康状况做出微小的改变，也可以大大降低患一系列相关疾病的可能性。知道我们的目标每天都被健康信息轰炸，我们怎么能再次吸引他们的注意力，并激励他们开始改变他们的健康行为？设计过程因为健康是一个非常个人的问题，我们需要一个对每个使用它的人来说独一无二的体验。一旦用户完成了简单的风险评估，动态的模块化网站就会在他们眼前发生变化，根据他们的个人结果提供独特和个性化的解决方案、提示、目标和图形。然后，用户可以将他们的风险与其他加拿大人进行比较，按照自己的速度设定目标，并录制视频时间胶囊，作为对未来自我的承诺。他们还可以下载个性化的信息图表，甚至注册定制的电子邮件流，将网站直接带到他们的收件箱中。结果仅仅四周后，MakeHealthLast.ca 就取得了一些伟大的成果，对微型网站进行了 144,000 次访问，完成了 33,600 次风险评估。这些数字仍在追踪中，因为它们每天都在继续增长。

MAKEHEALTHLAST.CA

案例简介：Brief Explanation In 2011, the Heart & Stroke Foundation used hard facts to strike fear into boomers and raise awareness of an issue that takes the lives of 1 in 3 Canadians. In 2012, we began phase 2 of a multi-year strategy, empowering Canadians to turn this knowledge into action. We used traditional and non-traditional media to drive people to MakeHealthLast.ca where they were empowered to change their future and make health last. Describe the brief from the client After successfully waking Canadians up to the realities of heart disease and stroke with our Make Death Wait campaign, we now had to take it a step further. We needed to motivate them and provide them with the tools to do something about it. 80% of heart disease and stroke is preventable and even making small changes to your health behaviours can drastically reduce the likelihood of suffering an array of related illnesses. Knowing that our target is bombarded with health messages daily, how could we grab their attention once again, and inspire them to start making changes to their health behaviour? Design Process Because health is a very personal issue, we needed an experience that would be unique to each individual who uses it. Once a user completes a simple risk assessment, the dynamic, modular site changes right before their eyes, providing unique and personalized solutions, tips, goals, and graphics based on their individual results. Users could then compare their risks to other Canadians, set goals at their own pace, and record a video time capsule as a promise to their future self. They could also download personalized infographics and even sign-up for tailored email streams, bringing the website right to their inbox. Results After only four weeks, MakeHealthLast.ca delivered some great results with 144,000 visits to the microsite, and 33,600 risk assessment completions. These numbers are still in tracking as they continue to grow every day.