Innovation–Creativity
With grateful thanks to our sponsor
Overactive bladder (OAB) affects >2 million people over 40 years old in the UK. We devised a campaign to challenge acceptance of OAB symptoms as part of ageing, help those undiagnosed recognise their symptoms and ultimately embolden individuals to seek medical advice.
We needed to boost recognition of OAB symptoms and reveal the everyday adaptions people make to cope with the condition, empowering those with OAB to seek help. Tactics executed to amplify our messaging included the development of a Hero Film, partnering with three influencers alongside Google (search and display), Facebook, ALL4 pause and ‘out of home’ advertising.
Judge’s Comments
This campaign was really impactful in the project implementation and delivery, with a focus of innovation based on use of metrics. Initially there was very clear strategy and strong objectives for OAB based on data and great insights, e.g., people don’t go to their GP with OAB due to low awareness, coping mechanisms, etc. We really liked the TV ‘pause’ ad message, and appreciated the focus on frequency/urgency wording based on feedback loops – imagery was very creatively utilised in innovative ways to make this stand out.
We thought the team nailed the implementation and appreciated the solid link from constant – almost crowdsourced – insights through to solution. The utilisation from insights from problem to solution and then ongoing monitoring and evolution of the campaign were excellent and this then showed through the creative usage of ‘moments of truth’ to capture the attention and maximise the call to action. Plus, the good use of humour lead to great results.
Paul Jacobs, Associate Director, Development Innovation, Regeneron
22% of all premature deaths in England are caused by cardiovascular disease (CVD). Cholesterol is a significant risk factor, yet even after experiencing a cardiovascular event (i.e., a heart attack or stroke), people are failing to prioritise cholesterol management. CVD is most prevalent in older males living in areas of high deprivation.
Our challenge – to speak to this disengaged audience in a language that would resonate and explain a complex health concern in an accessible, relevant and unintimidating way.
Our solution – characterising cholesterol as ‘The Silent Enemy’ through an engaging animation to demystify and draw attention to this hidden threat.
The Built-On Experience
Our challenge was to create an engaging attractor that would encourage delegates to the XELJANZ booth and reiterate its decade-long position as a market-leading oral JAKi for UC. Our solution was ‘Built On Experience’; an innovative AR experience that combined physical and digital interaction to have delegates literally ‘build on’ XELJANZ’s heritage.
Delegates used outsized building blocks to construct a tower that when built correctly, showcased four key strategic messages, and unlocked an AR experience via QR codes. Our animated 3D character, Xelly, then constructed further ‘information walls’ that reinforced the brand messaging and connected to the booth narrative.
One of the main issues for companies exhibiting at medical congresses is the difficulty in getting those attending to even stop at a company’s booth, let alone engage with their materials. So, in order to succeed we’d need a strategy that would both grab attention of those passing and make them stay to learn more – the Imogen interactive screen was our innovative answer to this problem.
A life-size character that beckoned passers to discover GE HealthCare’s full contrast media imaging portfolio, as well as the case studies and research studies that support them.
