Polish men die eight years earlier than Polish women, with liver complications ranking as one of the leading causes.
The liver is a crucial organ as its primary function is to filter toxins, aid in the digestion of food, and help maintain blood flow. However, once this organ gets damaged, this can lead to a cascade of metabolic and cardiovascular problems that can prove deadly if left untreated.
More often than not, the culprits behind liver damage are viruses, alcohol intake, and obesity. If this damage is left unchecked, this can lead to scarring called cirrhosis, a condition that can seriously hamper the liver’s ability to function.
That said, liver problems are often preventable, especially through early and constant screenings.
While liver screening is a medical procedure that’s widely available in Poland, the real barrier doesn’t lie with healthcare—it has to do with the men themselves.
Polish men tend to focus on other areas of their lives other than their health, often becoming defensive when concerns about this crucial area of their life are brought up.
Rather than letting this barrier prevent Polish men from addressing their health concerns, Sanofi, a leading pharmaceutical company, developed an innovative campaign that successfully motivated Polish men to get liver screenings in 2022!
How?
By tapping into their love for cars!
Photo from Unsplash
Polish men are fond of cars, with some even having their vehicles checked as much as twice per year.
Another factor that solidified Polish men’s love for cars is that Polish law requires them to have their vehicles undergo maintenance checks.
However, while they are fond of cars, they’re not as religious when it comes to their health checks, with some admitting it’s been years since their last checkup.
Picking up on this behavior, Sanofi, together with its creative partner Publicis Worldwide Poland, created a campaign that not only boosted brand awareness for Sanofi’s Essentiale brand but also encouraged men to take better care of their livers!
Here’s how the guerrilla marketing campaign in 2022 played out:
Sanofi and its creative team chose a random car repair station and changed it so that it can fit a doctor’s office equipped with a fibroscan device (a gadget used to check the liver and its fat content).
As Polish men went about their car maintenance, they were ushered into the makeshift office and were humorously encouraged to have their livers checked while they waited for their car maintenance to finish.
To further grab attention for the campaign, Sanofi worked with car influencers and famous race car drivers.
So, after all that effort, was the campaign effective?
YES!
Over 82,000 liver tests were performed while simultaneously raising awareness for liver care in Poland by 318%. Moreover, the campaign gained more than 205 million impressions and was featured in over 1,400 media publications.
The campaign was also cited by prestigious awards-giving bodies such as D&AD and The One Club.
Kudos to Sanofi and the creatives behind the campaign!
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Sanofi’s campaign showcases the transformative power and effectiveness of guerrilla marketing.
By coming up with an out-of-the-box tactic to help its target customers, Sanofi and Publicis Worldwide Poland created not only an attention-grabbing campaign but also a life-changing initiative.
The bottomline?
Guerrilla marketing campaigns, when executed right, can be used not only to generate buzz but also fulfill a greater good.
So, the next time you plan on generating buzz for your brand, think about not only how you can create a sticky and memorable campaign but also how you can pull off a life-changing one.
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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