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Talk To The Experts

 

BRIEF

Ahh, the agency ad. Historically, the hardest brief for any creative to work on. If you can’t convince a brand to join your own portfolio, you may as well pull up a permanent chair with account service.

So, as some GHG clients weren’t aware of our extensive expertise and healthcare knowledge, we needed to grab the attention of our target audience with a unique campaign that got phones ringing off hooks.

STRATEGY

Google is a disaster for patient care. Instead of seeing a professional healthcare provider for the right advice, many patients go straight to the ubiquitous search engine for self-diagnosis. The real problem, and our strategic insight, is that you never know what you’ll get when you do a Google search

Our strategy was to personify this very act and put face to a name that we could shame.

SOLUTION

Tapping into the “Dr. Google” phenomenon, we created a humorous self-promotion campaign featuring a colourful character named none other than Doctor Gordon Oogle (F.R.A.X) — and through a series of six web videos showcased the utter absurdity of asking the Internet for medical counsel.

From Psoriasis, Urinary Tract Infection and PMS to Organ Donation, Cholesterol and Placebo, Dr. Oogle’s unique brand of “DIYAGNOSIS” left few in doubt that when it comes to healthcare, you don’t want to get it wrong. 

A timely reminder to always talk to the experts when it comes to your health and the wellbeing of your brand, we introduced Dr. Oogle through an eDM database to spark dialogue between healthcare professionals, pharmaceutical companies and communications agencies.

 

PSORIASIS

URINARY TRACT

PLACEBO

CHOLESTEROL

PMS

ORGAN DONATION

BRAINECTOMY

A SERIES OF CUSTOM-DESIGNED EDMS (PRODUCED IN A STYLE CONSISTENT WITH DR. OOGLE’S INFAMOUS ‘WORK FROM HOME’ STYLINGS) AND BASED ON EACH EPISODE WERE SENT TO OUR DATABASE VIA MAILCHIMP. THE ENTIRE CAMPAIGN WAS CONTROLLED IN-HOUSE, ALLOWING US TO OPTIMALLY TARGET OUR AUDIENCE AND TAILOR OUR MESSAGES ACCORDINGLY, ALL THE WHILE HONOURING AN EXTREMELY MODEST BUDGET.

 

EFFECTIVENESS

The three-month long campaign drove SEO for keywords like “healthcare”, “advertising”, “agencies” and “australia” to cement our position on Page 1 of Google. As well as advertising press coverage, we also enjoyed an inundation of new business enquiries from brand managers at the following companies:

  • Nestlé

  • Unilever

  • Lündbeck

  • Macquarie University Hospital

  • Royal Australasian College of Physicians

  • Lung Foundation Australia

  • Novartis

  • Baxter

Unsuspecting patients could even “Tweet” @dr_oogle — although we were never exactly sure the good doctor knew where that body part really was.

 
 

 

 

MEDIA

B&T     •     CAMPAIGN BRIEF     •     B&T •     CAMPAIGN BRIEF

 
 

AWARDS

2015 Health Share Award Germany | Social Media | FINALIST
2014 New York Festivals Global Awards | Art & Technique (Humor) | WINNER
2014 New York Festivals Global Awards | Self Promotions | FINALIST

 
 

Agency: GHG Australia • Role: Ideation, Campaign Development, Scriptwriting, Storyboarding, Casting, Set Design • Production: Filmgraphics, We Love Jam