The Campaign

Engagement, not just education. We set out to raise awareness of Alzheimer’s by creatively and uniquely using Coc Coc, a popular Vietnamese browser’s incognito mode to call attention to the forgetfulness that characterizes the disease. When you use incognito mode, or private browsing, the pages viewed do not stick around in the browser history, cookie store or search history after the tab is closed. Essentially, they are not remembered. The main thrust of our campaign was to get people talking about this serious, life-debilitating disease that affects not just the patients but also their caregivers.

Execution

We renamed Coc Coc’s incognito mode ‘The Forgetting Tab’ and presented users who wanted to surf incognito with an emotional message about Alzheimer’s. Users could then click through to learn more about the disease and care. The video starts by directly stating that “this man is not a spam” or “we’re not trying to invade your privacy”. It creates a sense of trust and makes the users feel more comfortable to click on the video and watch it. We launched the campaign on 29th April 2017 and all media activities were implemented throughout the next 8 weeks till the end of June 2017. Planned media activities include: web-banner, video banner, browser skin, search keyword ads and PR articles (across 30 leading local media channels and platforms).

Results of Campaign reach and engagement in the first Month of launch: 1. Via Browser Skin & Banner Ads Impressions: 4,371,748 Browser Skin Clicks: 70,260 2. Via video banners: Impressions: 832,212 Video Ad Clicks: 15,674 3. Via PR Articles: Impressions: 110,841,535 Clicks: 4,168 After first 5 weeks Media impressions: More than 170,480,162 Clicks: More than 117,749

The Situation

Using the Incognito Mode and renaming it the “Forgetting Tab” innovatively uses the web platform to bring awareness of Alzheimer's to the targeted audience.

The Strategy

Usually when internet users see an online banner or a video playing on media platforms, they think of ads and attempt to skip them. But, we have disrupted the normal Internet user’s journey by using the least expected platform – the incognito mode to get people’s attention. We aimed to reach Coc Coc’s more than 20 million monthly users, of which, around 22,700 use incognito on a daily basis. We engaged them by watching the video, searching for more information about the disease and understanding Alzheimer’s patients. So why “The Forgetting Tab”? Simple. For some users of Coc Coc, it’s their choice to forget, but for Alzheimer’s patients, it’s a fight to remember even the little things in life. The Forgetting Tab is a project which reminds people to help those who forget, to learn more about the disease and to be more sympathetic to those who suffer from it.