Task: to offer a solution — to increase knowledge about the product, update the contact base, improve brand perception.
Solution: create a competition quest between surgeons — they should solve professional cases while getting comments from a candidate of medicine. Everyone wants to be a king in their profession. To become a king, you have to go through a lot of challenges. In fairy tales, a wise adviser always helps in this way (we have a medical expert) and magic tools (tips). Original illustrations, locations and characters help to keep the interest of completing it.
Campaign results:- Number of participants (surgeons): +64.8% of the plan
- Changing the understanding of the key USP after the campaign: 67% vs 13% (at the start of the project)
- Doctors rated the quest as an interesting tool throughout the show