COLOGUARD - GET LOW #2
By 2030, colon cancer is predicted to be the leading cause of cancer deaths across men and women of all races. But folks aren’t feeling the sense of urgency to get screened and catch it early.
Cologuard is an at-home colon cancer screening test. You order it to your house, poop, put it in the box and ship it to a lab. Yeah, it's weird. They wanted a series of viral videos to drive awareness around the importance of screening for colon cancer with their easier-to-stomach, at-home test that can tell you whether or not you need a colonoscopy.
What we gave them was a fully integrated, awareness-driving, WTF-heavy campaign starring Lil Jon aimed to get through to the groups of folks most susceptible to colon cancer.
PRESS: Fast Company, Newsweek, CNN, FiercePharma
MUSIC VIDEO
We started with a full-length remix of “Get Low”, complete with a full-length music video. And yeah, we re-wrote two minutes worth of lyrics from the original song. They we’re, in Jon’s words, “cool.”
What else was cool? The 1,000,000+ views we got in a little over a week.
From the en suite to some stalls! No sweat just drop them drawers. Just let them undies fall.
From the en suite to some stalls! No sweat just drop them drawers. Just let them undies fall.
“Let’s be honest—this is the perfect ad. Lil Jon may seem like a strange choice as a Cologuard rep, but he’s actually perfectly positioned to appeal to the “Get Low” nostalgia of those 45 and up, which is the American Cancer Society’s recommended age range for colon cancer screening.
Plus, it’s damn catchy. I’m going to be singing, “To the en suite / or some stalls” for weeks to come.”
TEASER
We teased the video drop on Jon + Cologuard’s social channels to generate excitement…
TARGETED OLV
We also knew that there were a lot of folks with Cologuard kits at home collecting dust on their bathroom shelves. So we had Jon yell at them through a series of motivational videos…
LANDING PAGE
We created a unique landing page for users to click through to learn more about the collab with Jon and how to inquire about getting their own Cologuard test.
ATLANTA FALCONS ACTIVATION
We extended our campaign into the activation space in Atlanta, a city near and dear to Jon’s heart. With a tailgate activation at Mercedes Benz Stadium - home of the Falcons.
We had Lil Jon, we had Little Johns, we had a giant inflatable colon.
Inside (and outside) the stadium we created a variety of campaign assets with our “💩. Ship. Screen.” messaging.
It was all capped off with an on-field performance by Lil Jon and the Ying Yang Twins. Then the Falcons lost. Boo.
SWAG
Lastly. And perhaps most importantly… we created merch.
