With under 700,000 sufferers in the US, Crohn’s disease is a tiny category. And UCB had an equally tiny budget for reaching them. They turned to us for a compelling consumer platform and targeted print advertising that could maximize their impact at minimal cost.
PATHWAY
Research told us that Crohn’s disease (CD) is a condition that makes people mistrust their ability to control their own bodies, keeping them inside near bathrooms and out of potentially awkward social situations. The “I trust my gut” print campaign turned this notion on its head, showing how Cimzia helped real patients regain confidence in their ability to control the condition. Used in conjunction with a cheerful “sun on the tummy” ownable mnemonic, the phrase translated well across multiple media channels and conveyed a much-needed sense of warmth and hope to CD patients.
DESTINATION
In monadic quantitative testing, the campaign achieved strong motivation, attention and relevance scores and was rolled out from targeted print ads to web, relationship marketing and in-office materials.
CHAMPION RESULTS
“I Trust My Gut”, Cimzia Crohn’s Disease/UCB Pharmaceuticals
AMW Areas of Work: Market Research | Strategy & Positioning | DTC/P Creative |
Channel Strategy