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.
Project Overview
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
Achieved 9,000 clicks to flusmart.com.au website
900,000 impressions
30,000 views on video content
138 pieces of media coverage
Reach of 9,312,990 from TV, online, print and radio, including Sunrise and Daily Telegraph
Reach of 87,417 across medical trade media
Social media reach of 606,176 + 844,665 impressions
Cost-effective with the cost of sending people to website= $1 per person
HIGHLIGHTS
Shot for the Heart
Flu can cause heart attacks
Don’t let the flue break your heart
Did you know flu can cause a heart attack?
Steps to prevent a Heart Attack
Daily Telegraph
AJP
