Every year, thousands of people across the UK take on the epic challenge of a 13- or 26-mile trek to beat dementia with Alzheimer’s Society, the UK’s leading dementia charity. With a goal to encourage even more sign-ups, Alzheimer’s Society wanted to add DRTV to their marketing mix.
We developed our ‘Feel it All’ concept with the goal to pull viewers from the quiet comfort of their sofa and put them right there on the trek. Every breathless pause, every last push, every finish-line hug – we wanted the audience to feel it all, and feel motivated to get involved.
To capture these textured moments we headed to the Peak District where we followed a live trek. We caught up with eager trekkers throughout the day, starting with sunrise bacon sandwiches on the start line. With film crew (and dictaphone) in tow, we followed trekkers along the route, catching up with people at rest stops and finally capturing those finish line hugs.
Using real life vox pops to form the basis for our script, we were able to create an inspiring and rousing film that captures the collective power, courage and will of the nation to beat dementia.
The ad achieved excellent results, surpassing Alzheimer’s Society’s ambitious stretch targets. The DRTV ad secured 429% more sign ups than forecast, reducing CPA by 81%. Meanwhile, BVOD resulted in a whopping 966% CTR increase.
At Alzheimer’s Society we’re working towards a world where dementia no longer devastates lives. We do this by giving help to those living with dementia today, and providing hope for the future.
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