The brief was to raise awareness of Babylon, a revolutionary health app which enables people to receive accurate medical advice from real Doctors in minutes. Unfortunately, only 4.2% of Londoners were familiar with Babylon.
Our target audience were time-poor, digital-savvy city-dwellers with no or little previous exposure to the brand. While exploring this demographic we closed in on what psychologist Dr Kit Yarrow describes as the I want what I want when I want it generation. Their expectations have been raised by ‘on-demand’ experiences in many sectors, so why not healthcare?
With Babylon, you don’t need to see a Doctor in person. This is a genuine game changer, but behavioural shifts are hard to achieve. Our insight was to identify a behaviour that we could nudge: everyday, millions of people misdiagnose themselves using the internet. 1 in 20 Google searches are health related. The result is ‘cyberchondria’, a real condition to which Babylon is the perfect antidote.
To raise awareness of Babylon, we launched an integrated campaign that explored ‘cyberchondria’ through simple, witty adverts which illustrated the absurdity of Googling your medical symptoms.
By focusing on large format OOH sites and high-circulation free magazines, we created the ‘feel’ of a big campaign on a limited budget. What’s more, after identifying the London boroughs where our audience (the I want what I want when I want it generation) indexed highest, we concentrated our entire media spend there. Residents of other boroughs might never see the work, but residents of Hackney or Southwark saw the campaign an average of 5 times.
Another layer of relevance was added through careful media planning. Individual executions were positioned in the places they were most relevant, e.g. ads referencing ‘indigestion’ were positioned outside fast food joints. The campaign ran from the end of December to the beginning of February; the period during which people are most likely to be sick.