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The Ouch Map is a world first; a live, interactive human skeleton which maps where people are having ‘ouch’ moments; paper cuts, toe stubbing, bumps, bruises and the like.
Brief
New online health insurance provider, Health365.com, had tasked PR and Social Media agency Umpf with overseeing its launch into the UK market. Umpf wanted to position Health365.com as innovative and consumer-focussed, helping the company to overcome the perceptions of health insurance being a dry and complicated subject with no relevance to tech-savvy under 45s.
Umpf’s approach centred on developing creative and unique campaigns that would enable Health365.com to interact with potential customers online, whilst retaining the informal and cost-focussed feel of the brand; campaigns that would build lasting online communities that could be used for future marketing purposes if desired.
Strategy
Umpf’s solution was to launch the ‘Ouch Map’; a fun, interactive social media experiment that would map minor injuries and see which parts of the body Brits hurt most. It would be a world first as well, not just in terms of functionality, but also in terms of data; whilst information on more serious accidents and injuries involving hospitals and GPs is more readily available, Umpf recognised that less was known about the more frequent and often annoying bumps and bruises, grazes and scuffs that do not require medical assistance.
The Ouch Map was proposed by Umpf as an interactive and social media friendly way to monitor those minor injuries – from paper cuts and stubbing your toe to biting your tongue and bending a nail back – in real-time using an interactive Twitter app and a glowing skeleton.
Execution
Using Ben Marsh, developer of the nationally-renowed UKSnow map, Umpf devised the glowing skeleton as a suitable ‘map’ onto which twitter users’ data could be pictorially represented. Those having an ‘ouch’ moment are able to use the hashtag #ouch365, indicating the part of the body and the scale of the pain experienced from 1 – 10. E.g. ‘#ouch365 grazed left knee 7’
The injury is then logged real-time on the interactive human skeleton at www.health365.com/ouchmap with participants’ pain data being used to light up the bones of the human body in accordance with the level of pain experienced, with green being low-level pain and red being a severe ‘ouch moment’.
The social media experiment was the first of its kind anywhere in the world and gained significant following and press coverage in the days following its launch. The Ouch Map sits on the Health365.com website and is just one click away from the homepage, meaning the traffic from users of the Ouch Map is directed towards generating additional sales for the company as well.
User numbers are still growing and the Ouch Map is building an online community that can be targeted for future marketing, who are interacting with the Health365.com brand in an innovative way.
Results
User numbers are still growing and the Ouch Map is building an online community that can be targeted for future marketing, who are interacting with the Health365.com brand in an innovative way.
At the time of writing, the right thigh and knee is the body part that Britons injure most frequently, but only time will tell if this is due to slips and trips in the cold weather or not.
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