The Campaign

Carrying Abbott cardiac pacemaker, helped by Abbott medical technology, this 27-heartbeat patient was encouraged to take a 10-hour, 100km cross-country marathon to the end. We recorded the whole process and made a TVC out of this true story to launch an offline campaign, aiming to make this heat patient’s miracle more widely-known and encourage those suffering from heart disease to stay positive and stick to their life dreams.

Creative Execution

During mid-September, one week prior to the World Heart Day, this true inspirational story about Fu Guanming was recorded into videos and graphic materials and advertised on all online video media, cinemas and outdoor lift posters. The response was active, and more people began to learn about Fu Guanming. Abbott website was also linked to the online channels to draw more visitors who dropped by to read the whole story and browse knowledge about heart health. An offline roadshow was held at Beijing Blue Harbor during the World Heart Day to tell the story about Fu Guanming to more people in a lively and interactive manner.

The patient videos viewed: OTV Actual Impression Total:48,162,237 views OTT Actual Impression:35,221,402 views Lift Poster Actual Impression:26,804,652 Cinema Actual Impression:2,892,236 Programmatic Actual Impression:24,507,256 Social: Over 1.78 million fans, 1,365 relays, 3,480 reviews, 61,385 thumb-ups Offline event: 3 million exposures Overall, Abbott‘s brand awareness and favorability grew measurably from our introduction of the life champion videos?Many said in the social media review and offline campaign that they are so inspired that they also want to chase their dreams and live their lives to the fullest just like Fu Guanming.

As a company, Abbott responds to the biggest health threats across the world with science, caring and a commitment to get people to life their best lives through better health. Our campaign strategies is inspiration with real patient stories to showcase how they live a healthy and fuller life by pursuing their passion with the support of health technology for our life champion target audience to live healthy throughout their lifespans with a goal of translating that new awareness into action and better living. Fu Guanming regains his normal heartbeat (previously 27 beats) after having Abbott cardiac pacemaker implanted into him. Nevertheless, as a persistent runner, he won the fourth prize in a 100km cross-country race. UCG, social/digital/event and news to generate a broader impact.