McCann Bucharest, McCann PR and health network Regina Maria – awarded Silver in PR at Cannes Lions

Cristina Blanaru Creativity, Festivals & Awards

„Internet’s residency exam”, a campaign made on behalf of the Romanian health network Regina Maria (Queen Mary) by McCann PR and McCann Worldgroup Romania, was awarded Silver in PR at Cannes Lions 2019. The award came in a category where there were 1857 entries from 67 countries and 242 shortlisted finalists.

We approached with dare – some did not refrain from calling it madness – an idea that couldn’t be else but radical. Incisiveness is needed to change a way of conduct and now we received the confirmation that doctor Google is not living just in Romania

Catalin Dobre,

Chief Creative Officer McCann Worldgroup Romania

”Internet’s Residency Exam” campaign ran in November – December 2019 and April 2019 and launched a message aiming to educate and encourage prevention in health through a creative and interactive proposal with just one possible answer: the training and experience of a doctor cannot, under any circumstances, be equaled by an online search. Together with a journalist from Vice, the agency replicated the Residency Exam right the day it took place, adding on top just a fast internet connection. The result was clear, only 36 out of 200 answers were correct, even with the help from internet searches. This year, on International Health Day, all those searching medical answers online were invited to undergo themselves a mini-residency exam online, on www.reginamaria.ro.

It is a beautiful dream, that involved a lot of work, but which got fulfilled. An award of such an amplitude says a lot about the standards we apply to our work, about our vision within healthcare category and positions us very courageously at international level

Ruxandra Vasilescu,

Business Account Director McCann PR

The campaign spread fast in media, social media and spontaneous conversations, gathering real interest. The results were over expectations: 11% from the vouchers given online during the campaign converted into visits to the doctor, and Regina Maria Health Network registered, during campaign time, an increase of 43,29% when it came of the number of consultations booked.

We are honored by the prestigious award given by the most important international ad forum and we are proud to be the first company in the Romanian healthcare services sector to be awarded in Cannes. We enthusiastically supported the creative idea behind the campaign and we will continue the series of inovative initiatives to benefit our patients

Greta Redeleanu,

Marketing Director Regina Maria Health Network

Credits:

Client: Regina Maria Health Network

  • Greta Redeleanu – Marketing Director
  • Cristiana Vago – Communication Manager
  • Alina Chelu – Corporate Brand Manager
  • Simona Teodoroiu – Digital Marketing Manager
  • Raluca Stîncescu – Digital Marketing Specialist

Agency:

  • Jonay Sosa- Creative Director & Copywriter McCann Worldgroup
  • Cătălin Dobre- Chief Creative Officer McCann Worldgroup
  • Ruxandra Vasilescu – Business Director McCann PR
  • Ruxandra Papuc- Creative Director McCann Worldgroup
  • Maria Carrillo- Art Director McCann Worldgroup
  • Lia Bira- Art Director McCann Worldgroup
  • Mike Rincones- Copywriter McCann Worldgroup
  • Dragoș Barda- Copywriter McCann Worldgroup
  • Ana Poiana – PR Account Manager McCann PR
  • Silvia Parpală – PR Account Manager McCann PR
  • Andreea Șpilcă- Creative Excellence Executive McCann Worldgroup
  • Sabina Iancu – PR Account Executive McCann PR
  • Oana Ioan – Audio/Video Producer McCann Worldgroup
  • Alexandru Platon- Audio/Video Producer McCann Worldgroup

Media: Media-tique