People with COPD struggle with their breathing. But even more insidious is the fear and worry that comes with the condition. Never knowing if their breathing would be there for them on any given day. So we decided to let them catch their breath.

Creating the perfect breath was challenging: how do you show something you can’t see, taste, smell or touch? How does it move, and then transform into something protective? We partnered with several incredible production companies to create the perfect breath. And then we let the breath loose. With our TV commercial, website, banners and direct mail, people suffering from COPD were finally able to see relief in sight—and in their hand.

The concept was designed to draw people in and connect to their own COPD on an emotional level, a delicate balancing act to visualize both that fear and newfound comfort in discovering protection.

The campaign broke across multiple media:

Print ads in key consumer magazines, STIOLTO.com launch, email/CRM programs, and campaign drivers and elements across targeted online media.

In pilot cities, the television commercial ran online via select sites frequented by our audience. In-market support through sales representatives connected patient communications with treating physicians.

Despite a soft rollout of the campaign, and a very limited budget for the commercial, the campaign proved to be extremely effective at motivating consumers to seek out information and ask their doctors about STIOLTO.

In less than one-year of the launch:

• There was an increase of 71% in traffic on STIOLTO.com in pilot cities compared to control cities

• Almost 1,000,000 banner click-throughs

• Recall and new prescriptions were higher in test cities compared to control cities

• A marked increase in specific requests for STIOLTO in markets with integrated media reported by physicians

• A higher recall rate for the brand than people previously had