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Finalist

Tabatha: The Think.Act.Breathe Asthma Chatbot

by Cohn & Wolfe for Boehringer Ingelheim


Summary of work

The rise of dark social mediums such as Facebook Messenger offers the opportunity to engage with online users in a trusted environment. With the right engagement strategy in place, could education provided through ‘private’ networks motivate people to act for the benefit of their health? Finding the answer was instrumental in the success of Boehringer Ingelheim’s 2017 Think.Act.Breathe (TAB) campaign, which aims to encourage people with asthma to: re-THINK their expectations, ACT to reduce the risk of asthma attacks and BREATHE better by speaking with a doctor. Previous TAB campaigns successfully engaged people with asthma but how well this motivated them to act to seek professional help couldn’t be measured. The 2017 campaign addressed this by fusing Facebook Messenger with innovative Artificial Intelligence to create ‘Tabatha’, the first chatbot for global patient education ever developed by a pharmaceutical company. Through clear strategic focus from the initial research on dark social to the development of the chatbot and its launch via video-led social content and paid channels, Tabatha surpassed every success metric set.

Judges' comments

The Tabitha project is a strong campaign, with a good strategy and a well written case. Its results were rooted in strong metrics, and the use of the Chatbot was innovative.


Winner

My Journey: Flight HIV101 - by 90TEN for Gilead


Finalists

Tabatha: The Think.Act.Breathe Asthma Chatbot - by Cohn & Wolfe for Boehringer Ingelheim

Small Talk Saves Lives - by Pegasus for Samaritans

Think Toddler Sized - by Say Communications for Infant & Toddler Forum, supported by Danone Nutricia Early Life Nutrition

Flo. - by Virgo Health for Bayer


Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.