Quest Diagnostics is widely known as an unexciting health testing facility that you visit upon referral from your doctor. But, Quest was about to shake things up with a new, direct-to-consumer series of diagnostic test offerings, designed to help educate and empower people to take control of their own health choices.

To do this, Quest wanted to reach a target who are more savvy about their own health, who also are relatively savvy when it comes to advertising. Particularly healthcare advertising, which often tends to look and sound the same. So, we knew we needed to zag from the traditional health category trends and tropes, showing up in a surprising, culturally relevant new way, for this new product.

“Put Your ___ To The Test” is an unexpected, provocative call to action that taps into people’s curiosity and inherent desire to improve. The campaign itself highlights how Quest’s diverse range of direct-to-consumer health tests are readily available to serve as a fundamental part of a consumer’s healthcare routine. Simply fill in the blank with whatever it is you want to test! Could be for sexual health, overall physical health, seasonal health and allergies, genetics and lots more. All we had to do was set the gears in motion, captivate their attention with a healthy dose of wit (pun intended), and show them how Quest could help them put their health to the test.

We knew that our core target would be early adopters. More savvy consumers, who like to think of themselves as smarter and ahead of the game. The ones who love to be “in the know.” But, when it comes to our health, there are actually a lot of unknowns. Like what is this persistent cough about? Or where did that lump come from?

Bringing us to a universal truth—knowing feels better. Because no matter what it is, just knowing, good or bad, is still better than all the scenarios we can think up in the unknown. But doom and gloom doesn’t play in the health category, so we flipped it around and tapped into our target's desire to always be their best. To be smarter. To be healthier. To put their ____ to the test.

We ran an expansive campaign throughout the fourth quarter of 2022, across social, display, OTT, search, and OOH in our key markets, New York, LA, Miami, and Houston. Many of the placements leveraged their surroundings, both virtual and IRL, playing off of them contextually. The campaign also included influencers, a brand partnership with the New York Giants, and a branded entertainment segment on Jimmy Kimmel Live. Everything from emojis to innuendos to babies & kittens all helped us to fill in the blank, all across the country.

547MM impressions served

67.8MM estimated people reached (62% of the target audience)

132MM+ video views

91k social engagements

3.6MM clicks to the site

Quest had their highest-ever daily sales on Cyber Monday