PROBLEM
How to carve out a differentiated and compelling campaign idea to generate awareness and action in the crowded Rheumatoid Arthritis (RA) marketplace with entrenched market leaders?
How to show if DTC makes sense what media levels will maximize ROI?
PATHWAY
The ‘Better Grip on Life’ campaign uniquely dimensionalized both the functional and emotional patient benefits of fast and lasting RA relief, with better control over life. The play on words and double entendre of “Better Grip” coupled with the use of visuals focusing on a strong human grip (pain and stiffness in the hands are the primary issue facing RA patients) resonates and provides an upbeat expression of more fully engaging with life beyond just functional relief.
The campaign incorporated an impactful 1/3 page unit featuring CIMZIA’s novel delivery system, developed with input from RA patients and in partnership with OXO GOOD GRIPs, to further increase visibility, persuasion, and enhance brand differentiation.
BASES testing was used to help understand the potential incremental awareness and sales lift of this DTC campaign at different media levels which was incorporated into customized modeling to project ROI.
DESTINATION
In quantitative copy testing the campaign exceeded 75% of DTC ads on breakthrough and outperformed competitive ads on reach potential, visibility, and brand linkage, and tested significantly better vs. control for persuasion. The one-third page unit provided incremental lift to persuasion, urgency and uniqueness while adding to brand imagery.
The campaign was successfully integrated across multiple channels and platforms: consumer print advertising, website and web advertising, and all relationship marketing programs.
(Website designed by Heartbeat Ideas)
CHAMPION RESULTS
Industry awards are exciting, but even greater gratification is to see the in-market tracking exceed BASES’ year-one brand awareness estimates.
“Better Grip on Life”, Cimzia/UCB Pharmaceuticals
AMW Areas of Work: Market Research | Strategy & Positioning | DTC/P Creative | Channel Strategy | Modeling