Under the concept "CHANGING STATISTICS" we did an experiment with people who suffers from cardiovascular diseases by giving them the opportunity to live a new experience and just then, we surprised them by challenging them to test their heart by living an extreme experience.

In this way we showed Colombians that even when your heart is not completitely right, the greatest risk is to not daring to live.

We did an experiment with people who suffer from cardiovascular diseases and then we registered these moments on video and turned them into digital content on social networks to show Colombians that even when you suffer from the heart, it is possible to live new experiences.

These videos were linked to the website www.aspirina100.com.co, where people could perform their cardiovascular risk test.

We also published print ads of the electrocardiograms of these people in different print magazines that included a QR code linking to the videos on social networks.

We increased Aspirina100’s website traffic with 60,800 new visitors.

We got 14,000 Colombians to take the cardiovascular risk test.

143,000 new users came to the category, increasing by 67% over the previous year.

According to global statistics on website user permanence, we doubled the overall average from 3 minutes to 6.7 minutes.