Cannes Lions

REYATAZ

H4B CHELSEA, New York / BRISTOL MYERS SQUIBB / 2012

Overview

Entries

Credits

Overview

Description

Since 2006/2007, Bristol-Myers Squibb developed and executed an innovative consumer promotion to drive awareness of the HIV/AIDS epidemic through a Photography Contest sponsored by Reyataz. The objective of the promotion was to leverage Reyataz’s consumer message of 'Fight HIV Your Way', and help raise awareness of HIV/AIDS, while also lessening the stigma surrounding the disease. The concept called for those infected with and affected by HIV/AIDS to submit a photograph and short essay to depict how they fight HIV their way.In 2010/2011, Bristol-Myers Squibb evolved the third iteration of the Contest by collaborating with the pioneering Alvin Ailey American Dance Theatre Company. The 10 winning photos and essays form the inspiration for the creation of a new work of dance theatre: 'Home'. Conceived by world-renowned hip-hop choreographer Rennie Harris, 'Home' premièred on December 1, 2011 — World AIDS Day — as part of Alvin Ailey’s 2011 Season in New York City.

Execution

Launched on World AIDS Day 2010, the media campaign reached HIV/AIDS patients and their supporters to create awareness of the contest through Print and Digital channels. Using strong call-to-action messages in a lead generation campaign, submissions were obtained. We utilised a lead-based CPM campaign which drove awareness and submissions. Paid Search keyword's were added to the brand’s SEM campaign to support the initiative. Targeted print publications and a brochure at AIDS Service Organisations drove awareness and encouraged submissions. The contest was highlighted by a Booth and Ad at the 2012 United States Conference on AIDS.'Home' received 12 performances in the Alvin Ailey 2011 Season, and is featured as part of their 2012 national tour. A documentary film was created to tell winners’ stories and showcase the dance creation process. A shorter version will be used by BMS sales representatives. In addition, a book of winning entries commemorates the event.

Outcome

•Over 1,300 entries received•Campaign creative had an average CTR of 0.23%, significantly higher than the benchmark of 0.07%•Contest launch press release picked up by over 300+ websites (e.g. Reuters, Bloomberg, USA Today, The New York Times, Washington Post, WorldPharmaNews, FiercePharma)•Since launch and leading up to the premier of Home on World AIDS Day 2011, the contest cumulatively secured 25m impressions and 34 original stories•This program has continued to allow field sales force to gain access to hard to see doctors, extended the sales call and garnered goodwill for Bristol Myers Squibb as being truly committed to the community and the disease state•Differentiates sharply from the competition, standing out in a crowded market, while strengthening loyalty and positive attitudes towards the brand

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