Polish men tend to get their cars checked more than their livers. Here’s how this brand changed that!

From the desk of Miles Everson:

Hi!

I’m thrilled to share with you another case study that showcases the effectiveness of guerrilla marketing.

For those of you who may not know, guerrilla marketing is an out-of-the-box strategy that encourages marketers to engage with their target audiences in a memorable and meaningful way.

I am a huge fan of this tactic because it inspires marketers to come up with out-of-the-box strategies to engage with their target audience.

Today, I’ll highlight how a campaign convinced a target audience—typically known for avoiding checkups—to have their livers checked!

Curious?

Continue reading below!

Polish men tend to get their cars checked more than their livers. Here’s how this brand changed that!

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!

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.

Hope you’ve found this week’s guerrilla marketing insight interesting and helpful.

Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing!

Do you want to know  how a fictional soccer coach scored a REAL marketing win in 2022?

See it in next week’s article!