Strike?
Snak. Smil.
Integraded campaign for for Dansk Råd for Genoplivning Trygfonden.
After four years of campaigning with this phrase, three out of four Danes could spontaneously name at least one of the three signs of a stroke. A record-high number at the time! So, how could we improve this performance?
Strike? Talk. Smile.
In the new campaign, we allowed ourselves to make mistakes and introduce unexpected guests into the phrase. It's effective to give the brain something other than what it expects, both to create a stop-effect and because it forces us to think for ourselves, making it easier to remember afterwards.
The mistakes also provided many visual elements to work with, which further contributed to memory retention.
After just the first campaign burst, one in four Danes could name all three stroke symptoms - a 40% increase.
Additionally, unaided awareness of stroke reached an all-time high - a crucial factor in ensuring Danes react faster and seek help in case of a stroke.
OOH
The campaign was brought to life in a TV campaign film, on social media, in public spaces through OOH ads, with PR, and through partners.
The small mistakes in the phrase were designed to engage alternative partners, who could help increase frequency and spread the message to Danes, both through physical posters and digitally on their respective digital and social media platforms.
Filmgrabs
Credits
Client Dansk Råd for Genoplivning and Trygfonden
Agency &Co. / NoA
Production Company Newland.tv
Director Bertil Vorre
Featuring Claes Bang, Stig Tøfting, Mette Fasmila Pedersen &Co.
Creative Jacob Benjovitz
Creative Sally Trier
Creative Martin Baltzer
Creative Director Johan Køhler
Strategic Planner Juliee Lander
Communications Planner Nynne Sille Hansen
Account Manager Regitze Borgaard
Client Service Director Sarah Gandil
Agency Producer Lene Meyer
In-house Editor Frederik José Topsøe-Jensen
Awards
Creative Circle Awards:
Gold SoMe Single Post, "Alien og ko", Roskilde Festival
Silver Craft Copywriting, "Stræk. Snak. Smil", DRG, TrygFonden
Silver Integrated Campaign, "Stræk. Snak. Smil", DRG, TrygFonden
Effie Award: Bronze Sustained Success, "Stræk. Snak. Smil", DRG, TrygFonden
True Award:
Shortlist Film Over 60 Sec, "Stræk. Snak. Smil", DRG, TrygFonden
Previous