Bayer Aspirin’s ad, “See Your Risks,” aims to raise awareness about heart health among Gen X-ers and older millennials. With creative direction from Klick Health, the brand launched the :30 spot that aired during the Super Bowl in major markets like New York, Chicago, and Philadelphia, to open eyes and reduce denial risk among younger consumers.
Extending beyond Super Bowl, the campaign includes CTV spots nationwide, Meta ads, and point-of-sale materials at major retail chains.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the :30 ad.
The Details:
- The new :30 “See Your Risks” outpaced the average OTC ad (past 90 days) in breaking through in a new/different and Relevant/Relatable manner while also informing:
- The creative landed quite positively with the target audience of viewers 36-49 as well as those 50+ (while approximating norm performance among males 21-35).
- Consumers appreciated the Corporate Responsibility displayed in the ad, with one in two gen pop viewers reporting increased likelihood of visiting:
- 59% reported being personally affected by, or having a family member affected by, the health condition discussed in the spot.
- As intended, the message stood out at a disproportionately high rate to viewers vs the category average, but the Bayer brand also was more impressionable:
- Encouragingly, engagement among 36-49-year-olds spiked early and remained high throughout the :30 creative, as reflected on second-by-second trace results (by age, below).
Among 36-49-year-olds specifically:
- The message was a bit more resonant among viewers aged 36-49, 31% of whom selected it as the Single Best Thing about the ad:
- The creative ranked in the 97th percentile on Watchability (reflecting the strength of the executional approach) as well as in the 92nd in Change among these viewers.
- Both men and women aged 36-49 responded positively, with about eight in ten recalling Bayer (unaided) upon first view, and 52% reporting positive visit intent.
- Comments for this core audience suggest that the message and unique visual approach made many stop and listen—and consider their responsibility in getting checked out.
- The creative ranked in the 97th percentile on Watchability (reflecting the strength of the executional approach) as well as in the 92nd in Change among these viewers.
Sample comments from 36-49 viewers on “See Your Risks” :30
“It’s great to let people know heart issues are more common than people think. It’s good to be safe and use something that will help prevent heart issues.”
Female 36-49
“I really like this ad. Makes you stop and think about your heart health and not ignore it. It is creative with the actors covering their eyes.”
Female 36-49
“Good way to make a boring type of product funny and more interesting while still being effective at informing the public what the product does.”
Male 36-49
“It was an interesting take on how people will ignore signs because of other people they know or are related to those who have health issues.”
Female 36-49
“Good message from Bayer. Very important for everyone to get this checked as soon as possible.”
Male 36-49
“I enjoyed the ad. Bayer is a good brand and I didn’t know it can help with stopping a heart attack.”
Female 36-49
“Don’t walk around blind to the seriousness of heart health. Avoiding doesn’t help anyone.”
Male 36-49
“I worry about this now that I’m older. I didn’t know Bayer offered a risk assessment.”
Female 36-49
“Excellent ad. Very clever way to handle a sensitive issue. I will remember it.”
Female 36-49“
“I’m thinking about my heart health now.”
Male 36-49
- Interestingly, a smaller proportion of those 36-49 felt the condition applied to them personally (16%), underscoring the importance of the educational effort:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
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Creative Agency: Klick Health