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Pfizer Pristiq
Not Another Sad Song

RAN IN: Hong Kong

CLIENT
Pfizer Hong Kong

Sabrina Choi, Country Brand Lead - Internal Medicine & Global Brands
Jess Tsang, Marketing Associate - internal Medicine & Global Branding

AGENCY
McCann Health, Hong Kong *Lead Agency

Pierre Loo, Executive Creative Director
Connie Lo, President
Sam Wong, Managing Director
Rio Lee, Senior Account Director
Chris Chen, Senior Scientific Manager
Tommy Cheung, Creative Director
Jerry Lee, Senior Art Director
Jamien Liu, Art Director


SUMMARY

Hong Kong is one of the saddest cities in the world, with 61% of adults suffering from poor mental health, while 74% of those sufferers will never seek professional help. Looking at recent studies, we found that people with depression listen to sad songs.Collaborating with JOOX, we used big data to identify users who showed a sudden interest in melancholy music. Then we interrupted their playlists with an ad that provoke them they may be suffering from depression and directed them to an online test and consultations with medical professionals.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Long Video (3+ min.) ,Health Offices / Point of Care,Interactive / Website / Apps,Print – Custom Publication,Print - Magazine

Language: English