Product Brand Campaign
With grateful thanks to our sponsor
Electronic waste is a global concern, and hospitals must juggle keeping up with life-saving technological advances and meeting the needs for greater sustainability. Enter SIGNA™ Evo: a revolutionary MRI upgrade that widens the tunnel on older machines while adding new technology. GE wanted a campaign to encourage customers to choose this cost-effective, sustainable alternative to replacement.
“Open Up” presented Evo as the essence of its key USP: a glowing ring symbolising the tunnel. This icon traversed epic landscapes, conveying sustainability and patient benefits. Hero films introduced the brand/concept, product films delivered detailed messaging, and social media directed customers to the website.
Judges Comments
This campaign looks extremely well thought out and comprehensive; the execution is elegant yet ambiguous enough to capture attention and pique intrigue. There is clear purpose and good key message delivery that focuses on the unique benefits and features of the product.
Very confident campaign that gives life and excitement to a very dry product and creates standout for the brand. It gets the sustainability message across and uses that as a strength.
Fantastic example of thinking outside of the box. Loved the use of visuals to create connection between the messages — highly memorable and impactful marketing.
When someone says “haemophilia”, you probably think of cuts that won’t stop bleeding. But it’s so much more than that.
Internal bleeds can come from the slightest jolt, bruise, or slip, and need immediate treatment. Most treatments need to be stored at cold temperatures, and when patients need to have quick access to treatment, it can leave them feeling shackled to the fridge.
We created a campaign to remind doctors of this burden. And to show them that because NovoEight® can be stored at room temperature, there is another possibility for haemophilia patients — a chance to escape the fridge.
Catheterising needn’t be an embarrassing little secret. Nor does it need it be an uncomfortable ordeal that keeps people housebound. Our bold and humorous campaign — Comfort, Wherever You Go — tackled both issues head-on and showed users and HCPs alike that with GentleCath™ Air for Men, there are no limits to the life you can lead.
We took classically uncomfortable moments and made them delightfully comfortable — physically and emotionally — therefore dramatising the benefit of GentleCath™ Air for Men’s hydrophilic technology and user-friendly features. We rolled it out through a whole range of collateral, from a segmented, four-stage social campaign to printed user guides, to make life a little smoother.
CoolSculpting® offers more than simply fat removal — in the right hands, it can contour and sculpt the body.
The Art of Body Contouring campaign is designed to give CoolSculpting® practitioners the knowledge, skill and confidence to become “artists”, to enable them to approach the body as they would a sculpture, creating lines and shape to enhance body aesthetics.
At the campaign’s core is the creative platform of art — an innovative theme brought to life across multiple channels, including immersive digital training and hands-on experiential training — to deliver more creatively-inspired body contouring expertise that ultimately increases patient satisfaction with CoolSculpting® treatment.
There’s more to psoriasis than the plaques on a person’s skin. The condition takes up a lot of mental space, with patients constantly worrying about social stigma, flare-ups and treatments with harsh side effects. VTAMA® cream is a new type of plaque psoriasis treatment that can relieve the physical and phycological burdens of psoriasis — clearer skin AND clear thoughts.
The branded campaign showed dermatologists that with VTAMA cream, psoriasis is the furthest thing from their patients’ minds. And with all that extra brain space, they’re free to think about anything from Big Foot’s love life to a shark’s sushi order.
Asthma can cast a shadow over many aspects of life, triggered by day-to-day situations. This may be a reason why asthma patients put up with regular symptoms, instead of focusing on asthma management.
The “Keep Asthma Tamed” campaign, now in its third year, draws attention to the impact of asthma with Wheezy, a CGI beast who affects patients’ lives in triggering scenarios. By taming Wheezy, the campaign demonstrates the need to control asthma and reduce patients’ disease burden. A multi-channel approach carries the campaign through a suite of materials, including complex CGI, comic-style animations and interactive videos.
NEXPLANON® is a contraceptive implant that offers three years of continuous, effective contraception. However, it is not widely known among UK healthcare professionals, who usually recommend the pill.
Our campaign was designed to drive uptake of NEXPLANON by dramatising how well the brand aligns to the goals of women today. The campaign film, made in one continuous shot, showcases our heroine moving through different scenes in her life and interacting with her friends, enabled by NEXPLANON. The campaign, which has refreshed the NEXPLANON brand, also includes a range of print and digital materials.
Retinal disease has typically been treated via one pathway only: VEGF.
VABYSMO® is the first treatment to work on two pathways: VEGF and Ang-2. But with ophthalmologists satisfied in their one-pathway world, we needed to dramatically introduce them to a new way of thinking.
“Where Two Worlds Meet” brings two distinct worlds together, and allows the user to navigate the space in between. Rendered in stunning CGI, it features three 40-second films, a series of executions for print and digital, traffic drivers, social media assets, the first WebGL website of its kind in pharma, and a 3D interactive launch event.
