Aetna's social sentiment was in a trench. We used the Great American Smokeout to start changing the conversation.
Science says every cigarette takes 11 minutes off your life. We flipped that.
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.
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
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.
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
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 ↓
We saw the results in the comments, in the participation, and most clearly in 98.7% positive social sentiment.
