Behaviour-change campaign to increase flu vaccination in high-risk groups
/Overview
With flu vaccination rates being only 30% for high-risk groups in 2019, Cube set out to tackle the worst flu season on record. Powered by a creative social campaign, utilising consumer and trade media experts, we introduced a new motivator to persuade high risk groups to seek vaccination and protect themselves from influenza and heart attack.
/Challenge
With extremely low flu vaccination rates – sitting at 30% for high-risk groups, Cube set out to tackle the worst flu season on record.
/Solution
Powered by an interceptive creative social campaign, we introduced a new motivator to persuade high risk groups to seek vaccination and protect themselves from heartbreak. This was layered with consumer and trade media, leveraging extensive research and a new argument for vaccine administration in high-risk groups.
Impact
Significant Media Coverage
138 pieces of media coverage with a reach of of 9,312,990 from TV, online, print and radio, including Sunrise and Daily Telegraph. Across medical trade media we reached 87,417 people.
Strong Digital Engagement
Reached more than 606,000 people with over 30,000 views of the engaging video content.
Effective in Driving Traffic
Achieved more than 9,000 click to flusmart.com.au website, with an efficient conversion rate of $1 per landing-page view.
TESTIMONIAL
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