CASE STUDY: 'Watch Your Own Heart Attack' Delivers for BHF

Provided by Thinkbox
British Heart Foundation built awareness of heart attack symptoms with this 2 minute TV event shown on multi channels
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What was the Challenge / Background of the Campaign?

When someone has a heart attack, any delay in receiving emergency treatment can be fatal. Early treatment is therefore essential to saving lives, limiting damage to the heart muscle and ultimately, preserving quality of life. The British Heart Foundation wanted to highlight the relevance and importance of this knowledge to each and every individual, regardless of age, sex, or ethnicity

What was the Campaign Objective?

* Raise awareness of heart attack symptoms * Build an understanding that that heart attack symptoms can vary in both type and intensity * Highlight the relevance of heart attacks and knowledge of symptoms to each and every individual

What was the Solution?

The solution was to call upon the services of one of Britain's finest actors, Stephen Berkoff, to create an extraordinary TV event entitled 'Watch Your Own Heart Attack'. The two-minute film, shot from the viewer's perspective, saw Berkoff vividly make the viewer suffer many of the more common symptoms of a heart attack. Screened at precisely 9.17pm on Sunday August 10th during ITV1's Midsomer Murders, the event was the centrepiece of an integrated strategy designed to create a nationwide appointment to view.

What were the Results?

# The first element of the campaign was the creation of 2minutes.org.uk on July 28, hosting 10-second teaser adverts featuring well known personalities and allowing consumers to request a mobile or email reminder of the broadcast. # Well-known public figures including Chris Tarrant, David Cameron and Roy Walker built further intrigue by featuring in 10 second advertisements, each stating "I'll be watching". These ads appeared on ITV1, radio, online, ad vans, and via ITV's interactive red button service

What were the Key Learnings of this Campaign?

Shortly after the screening of the event the BHF were contacted by two separate individuals who said watching the film had helped to save the life of a loved one
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsPotential heart attack victims, 45+. Seen by 6 mil people.
45 - 54
55 - 64
65+
Both
AB
ABC1
C2
DE
Retired
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESS
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