Mars Bleu – Colorectal cancer screening x National Cancer Institute

Concept

Boost the INCA’s March media campaign with a format that surprises viewers.

Repurpose France 2’s traditional ‘bump’ advertisement by not opening an advertising screen, but a prevention message delivered by Samuel Etienne encouraging concerned viewers to get screened.

Media Plan / Production

• Broadcast of the bump and spot in EPA + INCA brand spot in EPZ on France 2

• Production of a 4-seconds BUMP and a 15-seconds TV spot

Voir la vidéo sur YouTube

Key takeaways

An innovative TV campaign that capitalises on a broadcast mechanism to surprise viewers and maximize attention to the prevention message.