Goal

Ad Council, in collaboration with Innovid and the American Lung Association, sought to increase awareness of the importance of lung cancer screening, driving viewers to take a lung cancer screening eligibility quiz at SavedByTheScan.org to see if they are at high risk for lung cancer and should be screened. The compelling video creative, featuring a pair of lungs made of matches erupting into a ball of flames, illustrated how quickly lung cancer spreads and emphasized the importance of early detection through screening.

Strategy

Innovid volunteered their ad serving creative, and professional services team to support the lung cancer screening awareness campaign. Their creative team built and executed a branded canvas to surround the Ad Council's existing video experience with additional branding, scrollable content, and a QR code driving viewers to take the lung cancer screening eligibility quiz at SavedByTheScan.org

Results

• 475k interactive impressions
• .03% QR code scan click rate (beating the average by 33.5%)
• 0.26% engagement rate

Recommendations

• Improve recall and boost awareness by implementing a canvas on video assets to feature additional messaging and persistent branding.
• Inspire direct action with viewers by including a QR code, directly linking consumers to the desired second screen experience.
• Promote viewer interaction and deeper content experiences through scrollable, carousel content and also gain valuable signals for determining consumer intent.