Changing a lousy perception into seven million better ones.
Aetna's social sentiment was in a trench. We used the Great American Smokeout to start changing the conversation.
We didn't start by making ads, we started by building a time machine.
Science says every cigarette takes 11 minutes off your life. We flipped that.
11 minutes of unconditional love. 11 minutes of being famous. 11 minutes of wonder. Just for the price of a cigarette.
The idea was simple — show people how much life you could cram into 11 minutes. 7 million views later, it became Aetna's most successful social campaign.
Making a one-day event not just a one-day event.
Shoot all day, edit overnight and ship in the morning. That's how Aetna started a conversation on the morning of the Great American Smokeout. But we were just getting started.
tumblr / 11moreminutes
The Day
The Film
Social Posts
Kimmel
Media Integrations
Earned
A content hub that doubled as a personality generator.
We drove engagement with quick hits of positive reinforcement — bright, friendly, educational, and never finger-wagging. The Tumblr we built as a drive-to was an instant visual tone setter, and went on to win WMA's Award for Outstanding Achievement in Web Development.
Our next guest is…
Machine 11 made its national debut on the Jimmy Kimmel Show, sharing the show with Steve Martin and Alabama Shakes. America got to witness a national 11 minute adventure and we got 3.1 million views.
See the segment
Unexpected messaging that found audiences in unexpected places.
There are a lot of sources educating people about the health benefits of trashing your next pack — so we thought about it differently. We treated quitting smoking as a lifestyle choice too, and that thinking inspired media integrations that didn’t feel like typical health messages.
Scrollable Listicle — click to start ↓
3 of 4,497 really nice comments.
We saw the results in the comments, in the participation, and most clearly in 98.7% positive social sentiment.
Long Form
Campaign
Web Development