Henry Ford Health - Less than 3 Campaign
Copywriter: Piotr Brozyna
The insight:
We’re all less than three (<3) degrees of separation from someone who suffers with cardiovascular issues.
The idea:
People tend to underestimate the urgency of cardiovascular issues, keeping them from getting ahead of their heart health. So Henry Ford is creating a movement to spread the word about how close to home cardiovascular issues actually are.
See more here.
social
OOH
web / mobile
Brand Activations
Ford Field Stadium Takeover
We take it to the next level by leveraging our Lions partnership and taking over Ford Field. Our strategically colored seats and <3 stickers will make our brand messaging so much more impactful in the context of a 65,000 seat stadium.
We will utilize the Jumbotron and river monitors (perimeter LED displays) to navigate the crowd’s attention to the QR codes between plays.
Wrapped up in blue - bus wrap activation
After targeting folks at the individual level, we are bringing our messaging tactics to a larger crowd. Bus and train wraps will make use of the “I am <3” messaging framework, while strategically color-coordinated seats inside the public transportation vehicles will really bring the message home and make consumers think about how closely this information resonates.
Hidden Hearts Activation
Utilizing the statistic narrative, we will be targeting curious individuals to take the quiz by placing QR codes in high traffic areas, allowing them to feel empowered for finding and interacting with the hidden, atypical pieces .
Walk & Talk For The Hearts
As a major sponsor for the AHA Heart Walk and a participant in community events, we are revamping the Henry Ford popup tent to include “I Am <3” messaging at the forefront, including the QR code to the Heart Smart Quiz. We will be passing out buttons and stickers and a third of the swag will be a different color to highlight the proximity of this messaging.
