Quite an infectious tale
IPHCA How to Infect
In spite of what we learned during the Covid Pandemic, many of our friends,
family, and neighbors still feel invincible! IPHCA recognizes how crucial it is to keep
pesky germs at bay by proactively receiving vaccines and booster shots.
Mission
Reach one of the most overly
confident cross sections of central
Illinois: students and young adults
aged 18-25 (known as the
“Invincibles”) along with young
parents. But how do you cut
through the noise to convince an
audience with a short attention
span who feel impervious to
things like the flu?
And how to we do it on a very
tight budget?
Vision
We developed a campaign
which featured a loathsome yet
lovable animated character
named “Germy”— and let him
loose on Illinois! Germy's
hapless exploits help teach the
virtues of being vaccinated and
proactive about one’s health.
Creation
The campaign includes two :30
second spots spoofing classic
animated “How-to” featurettes
which star our hapless mascot.
Engaging campaign messaging
carries through a variety of
consumer touch-points.
Reach: 526,000
Hulu impressions: 2,696,369
Target impressions: 1,754,672
Organic views (YouTube): 300,435
Results
We proved that a small,
cautionary tale can become a
huge success story. With an
unprecedented completion
rate of 84% (over 441,000
Illinoisans), we more than held
our audiences’ attention to
deliver an important
healthcare message that
would go on to save lives.
AI forward production allowed for seamless revisions to create this second spot — focusing on a younger target for back to school release.