Brand Promotion
With grateful thanks to our sponsor
“Feel the Freedom” turned a stagnant product launch into commercial success. Using sharp insight and impactful creative, the campaign translated the benefit of BlueSeal—a groundbreaking helium-free operating MRI solution—in a way that resonated with an audience who previously had overlooked it.
Through effective engagement strategy across paid, owned, earned and shared media, awareness of BlueSeal increased, reaching 2 million video views (2x target) and 52,670 broadcast views (5x target). Importantly, the campaign had tangible business impact, generating >$50m in revenue and increasing market share.
“Feel the Freedom” reignited internal momentum and set a precedent for product launches.
Judge’s Comments
This campaign was insightful and clever, demonstrating a true understanding of the barriers faced by their audience, with tangible commercial outcomes that will also have an impact on sustainability. The judges were genuinely impressed by the Langland team’s ability to take insights from the target audience and turn the existing brand strategy on its head. The campaign demonstrated its impact in doubling from 1,000 to 2,000 units, accomplished by fully dissecting the problem and ensuring the brand messaging resonated with the target audience.
Judges especially liked the bold repositioning that reframed helium-free MRI as a clinical advantage in addition to the sustainability story. Visually striking, emotionally led, and commercially effective—this campaign reignited belief and drove real demand.
Holly Haley – M3 EU
Hereditary transthyretin amyloidosis (hATTR) is a rare, fatal disease with mixed symptoms. With only one UK centre currently able to diagnose and treat it, Alnylam set out to reinforce its position by empowering neurologists and cardiologists to identify and refer early. The campaign delivered insight-led webinars, leave pieces and emails, while a complementary CLM enabled field teams to reinforce the story in person.
The campaign’s strong engagement—431 webinar registrations and 400+ HCP interactions—contributed towards an almost doubling in single-gene TTR testing at the National Amyloidosis Centre, positioning Alnylam as a strong advocate for early diagnosis in rare disease.
NP-UK-00504 | August 2025
Incyte wanted to create a ground-breaking event technology that helps dermatologists understand the significant impact of vitiligo and shows them the positive effect a new treatment could have on patients’ lives.
After consulting with expert dermatologists, analysing data, developing unique AI models & coding cutting-edge dynamic technologies, Incyte released the AR Vitiligo Mirror… It simulates hyper-realistic, medically accurate non-segmental vitiligo, and shows the effects of the treatment, upon whoever stands before it.
“The Vitiligo Mirror” has featured at dermatology events around the world to help change perceptions on the impact of vitiligo and inspire clinicians to prioritise their vitiligo patients.
February 2025 | UK/VI/NP/25/0003
Created and funded by Incyte. Non-promotional, not intended for HCPs.
As the sole provider of treatment in a rare disease area, Jazz Pharmaceuticals needed a solution to sustain specialist awareness of their product. Field team reductions necessitated a replacement for meaningful dialogue, resulting from the loss of face-to-face interactions.
Enter EVA: an AI-generated avatar that turned pre-approved slide decks into human conversation. Rooted in expert training content, she tackles HCPs’ questions, both live at congress and online, gathering insights along the way. By redeploying existing content into a living dialogue, EVA replaces lost field force time with authentic digital engagement. Meaning Jazz can continue to confidently and compliantly maintain product and disease awareness.
“The Power of We” campaign elevated Wegovy® as a transformative solution in the weight loss market, driving a 25% increase in brand awareness, up to 86%.
By authentically representing people living with obesity and emphasising community support, the campaign resonated deeply with target audiences and drove a 20% growth in patient—HCP weight management conversations. The anthem “This Is Me” reinforced emotional connection and brand recall, while strategic media placements, including the DTC (direct-to-consumer) TV spot, ensured broad reach.
“The Power of We” campaign activated millions to pursue transformation for their health and their lives with Wegovy®.
Aiming to increase shingles vaccination uptake, a targeted global campaign was essential in equipping primary care physicians with the clinical knowledge to discuss vaccination with all eligible patients and support an informed decision-making process. The ability of Medscape to mine detailed audience insights, such as content preferences and engagement habits, led to an execution framework underpinned by the deployment of a mix of tactics—ranging from short-form awareness engagements to deep-dive educational content.
The result? A highly effective, data and insight-driven campaign that exceeded expectations and redefined engagement benchmarks for Medscape and GSK, setting a new standard for international vaccination initiatives.
Catiolanze—Sticking to What Matters
Catiolanze entered a saturated glaucoma market with a disruptive creative approach designed to challenge conventions and capture attention. At its core was Gary the Gecko, a bold metaphor for adherence that transformed scientific messaging into an emotionally resonant story.
Delivered through omnichannel touchpoints, including personal rep engagement, immersive events, and high-performing digital content, the campaign drove breakthrough results. In Germany, it achieved a 2.0% MS in 6 months in a competitive generic market and exceeded sales targets by 115%. More than a campaign, this was a brand-building movement, uniting data, storytelling, and strategic agility to redefine market presence and drive measurable performance.
