WHO’S EATING YOUR LIVER?
In the digital space, overflooded with self-diagnoses and misinformation, it’s important to know whom to address with a question. The Hronos Association recognised the need for a campaign that would both inform and motivate people to look for answers from those who really had them.
Challenge
If you asked a highly frustrated person about the favourite food in their surroundings, they would say – liver. We asked the following question: Who’s eating your liver? And displayed those questions across the city.
On the way to work, university, date, PTA meeting, people came across our billboards and shared them as a cathartic way of saying who consumes their liver and when. The answers came from everywhere, turning our OOH materials into mini confessions. Questions without answers usually make people google, and journalists did their best to hint an answer through numerous media.
Solution
We provided an answer in the reveal phase on all applicable platforms, from digital to OOH to TVC. We presented people actually laying on everything that really eats their liver. Although personal responsibility is crucial for this issue, we provided people with an opportunity to obtain information from those who know best how to protect the liver – by adding the “Ask a Doctor” section to the website.
Results
- Dosegnuto je preko 0 korisnika
- Zabeleženo 0 impresija
- 0 clicks on the “Ask a Doctor” option
- 0 conversations with doctors
- 0 media reports in print media
- 0 TV interviews
- 0 online media reports
- Ukupna komercijalna PR vrednost: 0 EUR
Conclusion
The Hronos Association was positioned as the one that both knew how to ask the right question and make others think about it.