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Ogilvy & Mather Gets Sensible With First Campaign For Bablyon



The ground-breaking healthcare app gets people talking to real doctors rather than relying on search engines

Ogilvy & Mather Gets Sensible With First Campaign For Bablyon

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 (O&M), 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 the agency 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 behaviour 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. 

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 & 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 & UK home Ownership adding to the agency’s growing client list. 

Mick Mahoney, Chief Creative Officer at Ogilvy & Mather London said “Who hasn’t googled a suspected ailment only to discover that it’s potentially far worse than you thought? 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 recognise themselves in the ads, download the app and save us all from their neurosis.”

Charlie Peachey, Marketing Director at Babylon added “Our mission at babylon has always been to transform healthcare to reflect modern day life; and ultimately to provide accessible & affordable healthcare for everyone by combining human medical expertise with world class technology. Our latest campaign with Ogilvy is a nod to the popular search engine self-diagnosis and resulting lack of clarity on what to do next. We want people to know that trusted babylon advice and doctors are always on hand, right on their phones, 24/7, globally.”


Agency / Creative
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Genres: Comedy

Categories: Corporate, Social and PSAs, Health

Ogilvy UK, Thu, 12 Jan 2017 11:13:46 GMT