Let's face it – public sector campaigns rarely rely on humour or self-irony. They're few and far between. Fortunately, we had a client who wasn't afraid to take a different approach. When promoting the eRecept app for Státní ústav pro kontrolu léčiv (State Institute for Drug Control), we were given the freedom to let our creativity run wild.
The eRecept service has been around for several years. It allows doctors to send prescriptions directly to patients via SMS or through the eRecept mobile and web app. Yet despite its convenience, only a relatively small number of people had installed the application. Our challenge was simple: increase the number of app users.
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The campaign was built around a universal sound everyone knows. You know the feeling. Someone asks you a question, you can't remember the answer and all you manage is a long, awkward "Uhhhh..." Like when your doctor asks which medications you're currently taking. That's exactly where eRecept comes in. Thanks to its Medication Record and complete prescription history, you'll always have the answer right at your fingertips. No more guessing. No more "Uhhhh..." Just quick, reliable information. That idea became the campaign's central tagline: "Uhhhh... eRecept always has the answer."
The campaign was built around the claim eeeeeeRecept vám vždy odpoví (eeeeeeRecept always has the answer). We twisted the repeated “e”s into a question mark, creating a distinctive and memorable graphic symbol that ran through all campaign formats.
The strength of the concept became most apparent in how easily it adapted to different eRecept features.
· What allergy medication does your child take? eeeeeeRecept has the answer.
· Have you reached your prescription co-payment limit? eeeeeeRecept keeps the track.
· Where´s your prescription for your new glasses? eeeeeeRecept can help.
The flexibility of the creative platform allowed us to naturally communicate every key feature of the service while speaking to all of the client´s priority audiences.
The concept proved equally effective in video. We produced three 30-second commercials for national television and digital screens in doctors' waiting rooms. With seniors and the sandwich generation at its heart, the campaign portrayed authentic everyday situations, highlighted the eRecept app, and turned the elongated “eeeeee” into the service's de facto sonic logo. We made sure eRecept's distinctive brand assets appeared throughout virtually every commercial, maximizing their on-screen presence. This significantly improved brand recall among potential users and led to higher search volumes and increased organic traffic to the app's website.
The TV and out-of-home campaign was supported by a strong digital rollout and once again, our "Uhhhh..." proved its value. Display banners, animated ads, Stories, social posts and carousels all used the same distinctive creative device to capture attention, spark curiosity and encourage people to download the app.
