The first of its kind: a rap video incorporating medical terms from A–Z. Since the video launched, it has achieved well over 30,000 views on various channels. Among the many users who have liked and shared it are medical portals and institutions like “Operation Karriere”, a platform for conferences for young doctors, and the “Deutsches Institut for Humor” (German Institute for Humor). For us as the agency that created the work, this is clearly a success to get excited about.
We developed, planned and managed every aspect of this social media project, from strategy, content and casting to shooting and production. The project ran on the Facebook page of the BDA’s (Professional Association of German Anesthetists) and DGAI’s (German Society for Anesthesiology and Intensive Care) recruitment campaign “Mein Pulsschlag” (My Heartbeat). Prior to the release of the rap video, daily prize competitions increased excitement and interaction, and there were daily posts featuring a medical term from the rap in alphabetical order, from A-Z. The community was invited to post their own medical or technical terms, including an explanation. All participants were automatically entered for the daily competition. The campaign included YouTube, Google+ and paid ads on Facebook and Unicum Karriere.
The rap was performed by Tom Thaler, a student at the Pop-Akademie in Mannheim and a rising star on the German rap scene. Cédric Pintarelli, alias SWEETUNO, created the graffiti for the background of the video. A resident of Heidelberg, Cédric is an established actor at the Heidelberg Theater as well as an author. Breidenbach Studios served as the location for the video shoot. What used to be a gas station has been transformed into a place where artists can realize their projects – the perfect location for the rap.
Results exceeded our goals. The overall campaign increased “Mein Pulsschlag” fan page likes by 40% while engagement within the community increased 311% compared to the previous month. The video continues to spread among the community.