Deemed the modern day antidote to search engine self-diagnosis, the ground breaking healthcare app babylon has released its first above the line campaign as it looks to expand its presence globally in the growing digital healthcare category.
Created by Ogilvy & Mather London, the integrated creative campaign highlights the often dramatic & humourous situations people find themselves in when they turn to the internet seeking medical advice.
Since being appointed by babylon in September 2016, O&M London set out to reach an audience they refer to as generation ‘I want what I want when I want it’ – a pool of consumers with behavior built upon modern day expectations defined by online behaviors around purchasing, entertainment & dating.
The campaign - ‘Don’t ask the internet. Ask a real doctor’ plays on the prominence of ‘Cyberchondria’ by displaying hyperbolic responses to questions that are regularly asked by internet users. With examples such as ‘Search: Hair Loss. Did you mean: Erectile dysfunction?’ The campaign seeks to playfully remind people a more reliable way to take care of your health now exists through babylon.
“Who hasn’t googled a suspected ailment only to discover that it’s potentially far worse than you thought? asks O&M London’s Chief Creative Officer, Mick Mahoney. “And by the time you’ve managed to get a doctor’s appointment it has escalated to a rare and fatal fungal infection. With babylon you can get real advice from medical experts in seconds. A prescription gets sent to your nearest chemist immediately and the rash has cleared by lunch-time. Hopefully, London’s cybercondriacs will recognize themselves in the ads, download the app and save us all from their neurosis.”
Insight gathered for the campaign shows 1 in 20 online searches are health related, with time-poor digital natives growing tired of the time it often takes to secure an appointment with their GP & instead turning to search engines to self diagnose. With this in mind, the babylon app has been created by experienced doctors, data scientists and engineers to provide safe, trusted medical advice, globally 24/7. App users can answer questions about their symptoms for fast, accurate advice or talk to a doctor or therapist via video through the app as well as order tests, prescriptions and medication for delivery.
The integrated campaign has launched in London and will feature ATL, OOH, DOOH, press and digital executions.
Ogilvy & Mather were appointed by babylon in November last year. 2016 saw O&M London welcome a number of new clients with Sipsmith Gin, Time to Change and UK home Ownership adding to the agency’s growing client list.