Sangobion Iron+: Bloody Concert

Melissa Garrovillo

Iron supplement brand Sangobion Iron+ used online music video, OOH and online ads to persuade people to have blood tests to detect anaemia in the Philippines.

Campaign details

Brand: Sangobion Iron+Brand owner: Merck Inc.Lead agency: Ace Saatchi & SaatchiCountry: PhilippinesIndustries: Functional foods, supplementsMedia channels: Events & experiential, Online display, Online video, Outdoor, out-of-homeBudget: Up to 500k

Executive summary

This is the story of how we managed to get people diagnosed for a blood disease they were indifferent to by getting them to bleed for something that they loved.

According to the World Health Organization (WHO), one in four people are at risk of anaemia. Unfortunately, diagnosis in the Philippines was tricky for a couple of...

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