Digital pharmaceutical case study: Energy BBDO and Bayer Test ‘The HeroSmiths Theory’

Digital marketing industry case study library

In 2017, Energy BBDO ran a campaign for Bayer, promoting the brand’s aspirin by calling on an ordinary group of people to step up as “HeroSmiths.”


Bayer Aspirin - HeroSmiths - Case Study from Alistair Robertson on Vimeo.


Case study summary

• Bayer wanted to show how taking an aspirin could help survive a heart attack
• Video campaign got people with the common last name of Smith to arm themselves with Bayer aspirin
• Found a memorable way inspire viewers to carry product on their person in the case of an emergency.

The challenge

Bayer wanted to use digital media to promote its product in a new way- showing how taking an aspirin can help increase the chance of survival in a heart attack. For aspirin to work in instances in which it can help someone survive a heart attack, though, some one has to be carrying one.

The solution

Agency Energy BBDO decided to tackle the problem by getting people with the common last name of Smith to arm themselves with Bayer aspirin. It chose Fort Smith, Arkansas not just for the connection to the name, but because it has one of the highest heart attack rates in the country. As a result of the effort, “Every Smith in Fort Smith is ready to help save lives.”

The ad finds a memorable way to get the message out about aspirin’s ability to help increase heart attack survival rates and inspire viewers to carry it on their person in the case of an emergency.

The results

The ad generated a large amount of earned media coverage from the press and social media, and also won a Cannes Cyber Lions award at the 2017 festival.
-0:00

Copyright ©2000-2019 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy