Cannes Lions

Biogen Programmatic Campaign

FCB CHICAGO, Chicago / BIOGEN / 2016

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Overview

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Credits

Overview

Description

Instead of discussing dosing and clinical data points, we let real guys on ELOCTATE tell their story in their own words. Beautiful cinematography and rich, visual storytelling captured the physicality and confidence of people on product and communicated product benefits in a way not possible through traditional channels like direct, CRM, and community outreach. In a pharmaceutical category known for playing it safe, we worked closely with Biogen’s internal regulatory committee to elevate the depictions of activity and show hemophilia patients in a more accurate and motivating light.

Execution

Managing Hemophilia A is a constant burden, and guys with the condition try to think about it as little as possible. Our qualitative research told us that they were growing tired of campaigns that relied too heavily on clinical data, and they weren’t going out of their way to find new information. We had to grab their attention and get across the benefits of ELOCTATE in a way that motivated them to take action. So we let real guys on product do the talking. Breathtaking cinematography put physicality and confidence of real ELOCTATE users on full display and celebrated the strength and heroic spirit found within the hemophilia community. It was aspirational and empowering content that was long overdue in the category.

The campaign ran from October 20, 2015 through December 20, 2015 and was served 1.5 million times.

Outcome

This campaign met and surpassed ELOCTATE’s business and consumer engagement goals—and results were seen immediately. As soon as the films went live, ELOCTATE’s programmatic media campaign accounted for 50 percent of the brand’s web traffic. The number of new web visitors more than doubled, as did time on-site and average pages viewed. Click through rates on the pre-roll spots were seven times higher than industry benchmarks. In the month since the spots stopped running, ELOCTATE experienced a 15 percent lift in organic search, indicating a lasting impact with our target audience.

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INVISIBLES

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INVISIBLES

2023, BIOGEN

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