“CHALLENGE 130/85” is an awareness campaign of high blood pressure. Only 40% of people with high blood pressure have it under control. We suspected that part of reason is that only 1 in 50 people know their blood pressure goal. We have to overcome a problem: Our target audiences are men between 40-45; most are strong and capable men in the prime, who do not like to be preached.
Using a high-profile event at a busy intersection in Tokyo, with three “hi-jacked” train lines packed with businessman, and an engaging website, we reached our target audiences with a campaign that treats them like the adults they are. On “World Hypertension Day”, we created enormous BP monitor on the side of the Sony Building in the Ginza district of Tokyo. As people got their blood pressure tested, the two performers suspected over the side of the building were raised or lowered to show the blood pressure rate for everyone in the business district to see.
The event produced a lot of reaction in social media such as Twitter and blogs. Traffic to the website also doubled instantly. At the end, more than 300,000 people were exposed to the CHALLENGE 130/85 campaign through Twitter alone.