The campaign was shown in multiple territories, each with their own restrictions and regulations, so it had to be “safe” enough to show in even the most restrictive of environments. The biggest challenge in this respect was showing the campaign at a conference in the US where US-based attendees were not allowed to see any of the messaging. However, we still wanted to show the campaign in its entirety to non-US attendees. We overcame this restriction by featuring just the campaign imagery at the stand, but using augmented reality so that the campaign could be viewed through an iPad or iPhone with the messaging and headlines intact for non-US attendees.

We were tasked with re-branding Erbitux – a treatment for head & neck and colorectal cancers – highlighting a new positioning based around the concept of 'visible tumour shrinkage'.

Our client wanted to engage with customers on a more emotional level to create a meaningful connection to the brand.

We focused on that moment just as a patient is told their tumour has shrunk, and produced a short film that communicated the new brand positioning by highlighting the kind of positive individual outcomes that Erbitux can deliver.

To ensure such a change in direction was embraced internally by global marketing teams, and externally by our audience, we devised an integrated launch campaign that targeted both internal stakeholders at a launch event, and healthcare professionals at a major annual conference.

Restrictions with regard to the messages we could advertise at the conference required some creative thinking in developing materials that only communicated to our target audience.

The main objectives were to engage our audience on a more emotional level, and to change the way they thought about efficacy measures in oncology. Traditionally, oncology products are assessed through ‘overall survival’ – a population-based measure that shows what percentage of a large group of patients survive as time progresses. While Erbitux had impressive data in this respect, the client wanted to highlight another aspect of the product’s efficacy – tumour shrinkage.

Tumour shrinkage is a tangible measure of efficacy and an individual outcome that can be assessed on a patient-by-patient basis, lending itself to a more emotional campaign.

The footage served a multi-functional purpose, having been incorporated across multiple communication channels including HCP congresses, internal training meetings, interactive screens, websites and digital sales aids. The photography was also incorporated into local sales materials, both digital and printed.

This is a highly innovative approach towards marketing in an indication that tends towards the description of functional benefits in a rational way. It’s emotive without losing sight of the rational benefit that underpins it, and has real standout in the competitive landscape.

When premiered to global marketing managers, the film was universally praised. Feedback confirmed that the objectives of the film as part of the overall campaign were met, and all markets without exception have adopted the film.

There has also been positive feedback from HCPs at congresses where the film has initiated conversations and promoted dialogue between client and customer.

Perhaps most importantly, it has stimulated discussion among doctors about the value of tangible, individual measures of treatment success (such as tumour response) compared with population-based measures (such as overall survival).

“It’s great. It’s very emotional. It ties the most important attribute of the product, which is efficacy, to an emotional image, which I like very much. It fits with the product and gives us an important edge over the competition as well.” (Regional Brand Manager)

A short film was the most effective way to tap into our audience’s emotions.

We used an Alexa camera to capture expressions of relief, joy and happiness in high definition and slow motion. We also filmed using a shallow depth of field, placing greater emphasis on patients’ slowly changing expressions.

In addition to the film we photographed 26 diverse models to give the brand a global feel and to make the piece relevant across multiple territories. These shots would also be incorporated into local sales materials.

To overcome restrictions in terms of messaging at certain congresses, we also developed interactive touch screens and augmented reality posters that could communicate our messaging in a targeted way. The augmented reality also linked footage of patients reacting to short clips of KOLs speaking about the product – another example of linking the emotional to the rational.

Erbitux was a well liked product but one without a strong brand image. Our audience knew what it did but not what it stood for. Communications in oncology tend towards the description of functional benefits in a rational way. To achieve our client’s aim of engaging our audience on an emotional level, we needed to place the functional benefits of Erbitux in a more human context using the concept ‘See the Difference’.