Sangobion IRON+

Sangobion IRON+ Bloody Concert

Ace Saatchi and Saatchi’s Sangobion IRON+ Bloody Concert was an activation campaign to raise awareness for an ignored disease that was in almost everyone’s blood: iron deficiency anemia. You see, even though about 25 million Filipinos suffered from anemia, no one got tested for it. That’s because anemia symptoms (paleness, fatigue, and dizziness) were so common and benign, people simply didn’t consider that they may have it. So how did Sangobion IRON+, the anemia-fighting iron supplement, get people to willingly undergo a blood test for a disease that never even crossed their minds? By giving them access to something they’d willingly bleed for: a one-night-only exclusive concert featuring the Philippines’ hottest pop star, Sarah Geronimo. Instead of ticket booths, we had blood test booths, where people got tested and instantly got results. These then became the only accepted tickets at the concert. The results? • 200% increase in anemia blood tests (compared to 2016 Sangobion IRON+ blood test activations) • 33% of attendees were diagnosed with anemia • 7.9% market share boost in just 2 months • Inspired online discussion about anemia