Crohn's & Colitis reaches younger demographic with 'No Excuses'
Project
First ever cinema & VoD TV commercial, fully integrated into their existing always on 'Cut the Crap' BTL campaign.
Challenge
The diagnosis rate of Crohn’s and Colitis amongst 18-34s is low and often delayed – and the charity struggles to engage with a younger audience.
Insight
Symptoms are often brushed under the carpet, and this younger audience would rather take advice from friends and blogs rather than a professional.
Creative Strategy
The creative calls out (literally claxon style) the most frequent examples of self-diagnosis or ‘excuses’ for symptoms, using a very distinctive toolkit of visual and audible assets, while retaining alignment with the wider always-on #cutthecrap campaign.
Our Role
- Integrated design
- Distinctive Brand Toolkit
- End to End Creation and Delivery
Results
The TV campaign went on air in late October 2023, delivering an immediate uplift in completions for the Symptom Checker and exceeding the 2023 year end target of 150K to deliver 193k completions – a fantastic 30% increase.
By the end of the campaign in March ’24 the campaign delivered over 250,000 completions of the Symptom Checker, blowing away the final increased target of 220k.
This hard hitting, no nonsense, integrated campaign went live across Cinema, VoD, Spotify, Social and OOH with Happy Hour assets.
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The creative calls out (literally claxon style) the most frequent examples of self-diagnosis or ‘excuses’ for symptoms, using a very distinctive toolkit of visual and audible assets, while retaining alignment with the wider always-on #cutthecrap campaign.
Results
The TV campaign went on air in late October 2023, delivering an immediate uplift in completions for the Symptom Checker and exceeding the 2023 year end target of 150K to deliver 193k completions – a fantastic 30% increase. By the end of the campaign in March ’24 the campaign delivered over 250,000 completions of the Symptom Checker, blowing away the final increased target of 220k. This hard hitting, no nonsense, integrated campaign went live across Cinema, VoD, Spotify, Social and OOH with the following Happy Hour assets:
20%
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300%
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56%
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The team at Happy Hour are a breath of fresh air for a creative agency… approachable, friendly, helpful and organised! They’re super easy to communicate to and really do listen to us as a client, making the creative process a whole lot more enjoyable. The quality of their creative output is also to a very high standard, and they take pride in taking care of every little detail. A safe pair of hands for any creative job no matter how big or small, we’d be keen to work with them again on another project in the future.
Kathryn Awde, Campaigns Manager, Crohn's & Colitis UK
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