1000 mutige Männer
- Companies are successful when two things are guaranteed:
- The brand is sufficiently strong and relevant. It is when it addresses a relevant „Geisteshaltung”.
- The company uses the most efficient ways to interact with its customers. To do this, you need to know how people (inter-)act.
- Even a colonoscopy can become a brand
How we have turned the world’s most difficult to sell product into an attractive brand
No. We do not mean the proverbial refrigerators in Greenland. Much harder. We speak of colonoscopies for cancer prevention. A service that can save lives and is also paid for by healthcare insurances. But it is not popular. A it is certainly not a brand.
Free of charge, life-saving and yet fewer and fewer people want to take part. What is going on there? Above all: What can be done about it?
One thinks about the wrong end of the body: The problem lies in the head
A product is a thing. A service not even that. And an unpopular service … well … nothing you want to have. A brand on the other hand is a living thing. It lives in the minds of consumers and those who make it. When it comes to colonoscopy, unfortunately, nothing was alive until now. Looking back, the problem can be formulated as follows: As long as nothing happens up there, nothing happens down there either.
How to search for and find a connection in the mind
With Supersieben we do not like to rely on spontaneous flashes of inspiration. Not that we turn one down when it comes around. But we think it is more professional to reach the goal systematically. It is always more efficient. This is why we have developed our own tools and processes to work out what connects customers and brands. We call it Geisteshaltung. It is understandable that we do not want to reveal everything here.
Whoever goes for a colonoscopy is a hero.
At least he wants to be one
A colonoscopy, one might think, is a question of reason, responsibility and common sense. The result of our market research was a different one:
Going for a colonoscopy is a matter of honor. Whoever has overcome his fears, shame and social taboos (camera in the butt …) is a hero. To face challenges heroically is a Geisteshaltung. A very motivating one, too.
Miss the goal to hit it
To market this attitude, we have used some knowledge of network theory. We will be happy to explain exactly how this works in a personal meeting. Here is the most important information in a nutshell: To hit really hard, you sometimes have to miss. So we did not talk to the potential hero, but to his wife, his boss, his bowling buddy.
The basic idea is simple, the budget was minimal, the effect gigantic. In the end, under the patronage of the Lord Mayor, almost all of Mönchengladbach took part: clubs, associations, employers, doctors, wives and even a few thousand schoolchildren.
“I had / my husband had a colonoscopy.”
So successful that suddenly everyone wants to be part of it
+25%! Well – that’s a leap. 1,000 brave men for Mönchengladbach was the pilot test for this brand project. It was overly successful. This is best seen in comparison. Where the action took place, things have moved. Where there was no action, nothing happened.
Early detection colonoscopies – change vs. previous year.
The unpopular offer of colonoscopy has thus become the attractive brand of 1,000 brave men. So attractive that suddenly other cities also turned to the branded good: After Mönchengladbach came Lippstadt. After Lippstadt came Offenburg. After Offenburg came Hamburg-Harburg. Then Wiesbaden and Hannover. And so it goes on. You will find the latest version