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The Forgetting Tab - Screenshot 1(small)

Cốc Cốc uses “Incognito mode” to raise awareness on Alzheimer’s disease

Cốc Cốc has introduced “The Forgetting Tab”, a creative campaign conceptualised by Isobar Vietnam to increase awareness of Alzheimer’s disease amongst Vietnamese.

It uses Cốc Cốc’s existing incognito mode to call attention to the forgetfulness that characterises the disease. When using incognito mode, or private browsing, the pages viewed do not stick around in the browser history, cookie store or search history after the tab is closed. Essentially, they are not remembered.

Cốc Cốc has renamed their private browser “The Forgetting Tab” and is presenting users who want to surf incognito with an emotional message in the form of a short film about Alzheimer’s, in the hope of bringing people’s attention to this serious, life-debilitating disease. Users can then click through to learn more about the disease and care.

The film was scripted and produced by Isobar Vietnam with the help of production company, Yeti Films, and directed by Tibetan filmmaker, Tsering Tashi Gyalthang. Cốc Cốc also hopes to encourage more sufferers to come forward and seek treatment as a way to slow down the debilitative process of Alzheimer’s.

A media campaign was also designed by Isobar and is currently running till the end of June 2017. Planned media activities include web and video banner ads, keyword search ads, browser skin and PR across 30 leading Vietnamese media channels and platforms.

The campaign has been well received in its first week with 729,078 media impressions, 8,818 click-through and 380,730 new browsers installed.

“Cốc Cốc decided to partner with Isobar on building awareness for Alzheimer’s because while the disease is severe, there is no cure at present. We hope that our campaign can get people talking and help better the situation for the many sufferers and their caregivers. And, who knows? It might perhaps inspire one of our many young users to go to university, study neuroscience, and even invent a cure in the future,” Victor Lavrenko, CEO of Cốc Cốc, said.

“This is an idea that can easily be adapted by other browsers with private browsing/incognito mode. At Isobar, we believe in the power of creativity to not only transform brands and businesses but to also do good for society and this is one of the ways we can help the communities we live in,” Rajib Gupta, creative director of Isobar Vietnam, said.

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