o General Neurologists who counsel and treat people living with Multiple Sclerosis (MS)

o MS-ologists (MS Experts) including nurses and medical team members

The video was deployed in several settings:

o At MS-specific medical conferences

o In sales settings, viewed on the iPads of sales representatives

At GILENYA.com

N/A

Campaign Objectives:

Help reinvigorate the brand and improve overall perception of GILENYA, rekindle MS physician enthusiasm, and encourage them to take a closer look at GILENYA in the face of new treatment options.

We had to change the conversation—to arm the sales force with new content, and re-focus non-personal promotions on this remarkable pill’s benefits.

The Story of GILENYA was built around a key insight: almost no one knew of GILENYA’s natural origin and roots in ancient China. Not even our clients. This presented a unique opportunity to indirectly help balance safety misperceptions.

So we went back to the art of storytelling—all the way back to the 15th century.

Sometimes, the story behind a medicine’s discovery is just too intriguing to ignore. That was the opportunity with the STORY OF GILENYA. We used GILENYA’s fascinating and largely unknown history to highlight its unique MOA, leveraging its natural origin to help balance safety misperceptions.

GILENYA deserved a style as elegant and unique as the product. Inspiration was drawn from traditional East Asian prints and drawings, integrating traditional, perspective-flattened illustrations and contemporary graphics. We created a modern version of traditional Asian screen painting. The effect: drawings, data, photos, academic papers, seamlessly coalesce and work in unison to both educate and delight customers. Backed by enchanting original music to help transport customers on this unexpected journey.

The STORY OF GILENYA delivers a narrative unlike any other. It dimensionalizes “first”—not just “the first pill” but a meaningful long-term breakthrough. It provides an unexpected platform to challenge misperceptions, and provides interesting new content to engage with key customers.

Our animation has been incredibly well received. The video now delivers the highest retention rate across the entire professional website. It’s been showcased at several conventions and serves as a significant booth driver. And time and time again, when presented with the STORY OF GILENYA, HCPs have expressed interest in learning more.

An online survey also revealed:

• The majority of HCPs learned something new and relevant to their view of GILENYA when considering treatment options

• Physicians found the content intriguing

• Increased confidence in GILENYA’s safety profile

• Elevated overall impressions of GILENYA

With no new data to share, we faced a challenge to produce fresh branded content. The creative team started digging—and discovered a solution 3 inches under the ground, where one young insect gave its life to revolutionize MS treatment.

It turned out the history of GILENYA went back centuries, and had its roots in ancient Chinese herbal medicine. We pitched our idea to craft a beautiful video and effort to remind physicians about his amazing medicine, and its amazing history.

Several rounds of online market research with Key Opinion Leaders were conducted, as were rounds of field research with customers. Time and time again the results showed intrigue in the origins of the medicine, as well as an improvement in overall safety perception of GILENYA.

GILENYA made history as the first pill for relapsing MS in 2010. But 7 years and 6 new competitors later, the market was getting crowded. The brand had no new data or messaging to promote, and a few post-marketing events had some physicians questioning the safety of an entire class of oral treatments.

The STORY OF GILENYA was created to help reinvigorate the brand. Our goal: to rekindle enthusiasm for this first-in-class MS treatment, and enchant customers into reconsidering GILENYA with a beautiful and unexpected medium.