FCB Chicago: Healthcare Marketing Impact Awards 2024

A campaign on the apparently endangered barf bag proved how creative and brilliant advertising can be, and it’s why FCB Chicago was named Healthcare Marketing Impact Agency of the Year 2024. See all of the Healthcare Marketing Impact Awards winners here The IPG agency cleverly zeroed in on the fact that the motion sickness bags provided by trains and planes were disappearing and used it to promote client Dramamine, the medicine for motion sickness. FCB Chicago found that these bags were going increasingly unused and made a direct correlation to Dramamine. “The Last Barf Bag: A Tribute to a Cultural Icon” explored “every corner of the barf bag universe,” as FCB Chicago wrote in its submission. This included a documentary on barf bag collectors in America (you read that right—people who collect barf bags) that premiered at a pop-up barf bag exhibition in New York. The event drew crowds of people who lined up to admire globally-curated bags and meet one of the collectors from the documentary. The campaign also imagined a future without barf bags—a world where Dramamine has eliminated motion sickness—and featured an online store that sold repurposed barf bags. The limited-edition repurposed barf bags sold out in weeks, according to the agency. FCB Chicago promoted the campaign via social media, out-of-home and print. “Every touchpoint was designed to entertain consumers while reminding them how effective Dramamine is when nausea strikes,” the agency wrote. The campaign was not only expansive and imaginative, but effective. It earned more than 2 billion impressions. Dramamine sales on Amazon spiked 26% after the launch of the campaign, versus a year prior, the agency said. The documentary is now competing on the film festival circuit, and FCB Chicago said airlines have inquired about including it in their in-flight entertainment offerings. See all of the Healthcare Marketing Impact Awards winners here

How FCB Chicago cleverly used disappearing barf bags to boost Dramamine

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