Cannes Lions

HUMIRA RHEUMATOID ARTHRITIS REMEDY

DDB OSLO, Oslo / ABBOTT / 2005

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Overview

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Credits

Overview

Description

The strategy was to do something different in a market where communication is usually technical and practical. We wanted doctors to see this illness from the patient's point-of-view. How would their patients feel if their injections were fortnightly, rather than weekly, and also ready-to-use? Our answer: Happy Fingers!The target group received the main DM at a convention, but we wanted to make more out of it. So we also made two very strange films which looked "homemade". The films caused much amusment.

Outcome

Goal: 10% response rate.Result: 25.6% response rate.The client also reported that the target group enjoyed this campaign because it was fun and different. Awareness and appreciation was high.

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