The video features “Marylu”, a regular corn-eating chicken, with the outstanding task of getting people to come for a checkup. She begins the spot by walking normally towards a pile of corn, but as soon as she begins to eat them, she digests them into popcorn, becoming “The Popping Chicken”. The end of the spot clearly invites people to come for a checkup, in an effort for the hospital to help the victims of this condition to seek professional help.

The video was initially published on Aster Hospital’s YouTube, Facebook and Instagram channels during meal times to gain relevance. Afterwards, we developed a PR plan to increase awareness and to communicate how severe heartburn should be dealt with.

With no money being invested in social media, the popping chicken popped all around the internet, with YouTube completion rates well-above the category average. It even managed to transcend from a mass media environment such as the internet, to WhatsApp, a mostly mobile, more personalized social media app, which further proves the video’s efficiency to connect with people.