Best TV Advertisement/Campaign

Share this article:
Best TV Advertisement/Campaign
Best TV Advertisement/Campaign

Recognizes excellence in branded or unbranded TV ads or campaigns promoting a prescription drug, medical product or services, or disease awareness/education.

GOLD AWARD
RAPP and Humana Medicare
Relationships

Retirement, a time meant for relaxation and relief, is instead a period of confusion, doubt, and frustration for many seniors. RAPP's campaign, “Relationships,” for healthcare provider Humana, tries to clear the air and “address seniors' fundamental goal of control and independence.”

The TV advertisements aim to get across Humana's overall message: personal attention along with clear information, creates lifelong well-being. One commercial highlights the bond between grandparents and their grandchildren, showing them side by side on a park bench. The ads identify seniors as vital parts of their families and communities, who need to have a healthcare provider with their interests at heart.

The agency was tasked with raising brand visibility and promoting Humana's Medicare Advantage plans, a supplement for people's existing coverage. Our judges thought they succeeded: “Targeted and emotionally compelling without being sentimental or too cutsie,” said one. Another noted: “A perfect combination of education and emotion.”

The message rang true for viewers, as seen by campaign results: a 10% jump in total revenue, retention rates of 91%, and premium revenues up by 17% in 2010.

The campaign's strong point is its ability to achieve an emotional sensibility while illustrating the importance of being in control of your healthcare, and finding the coverage suitable to your needs. “Relationships” connects to its target audience—and lives up to its name.

SILVER AWARD
Saatchi & Saatchi Wellness and Merial Limited
Little Green Men

The blitz precipitated by the “Little Green Men” was a favorite among our judges. Saatchi & Saatchi crafted a fine-tuned offensive in the effort to preserve Frontline Plus, by Merial Limited, as the market leader. The agency proved victorious in its strategy with an 8% increase in sales leading to a record year for the flea-killing compound. As one judge put it: “You've convinced me that all my pets need ‘little green men.'”

THE FINALISTS

• Advance MarketWoRx and UCB—Unbranded Direct Response: I'm Different

• RAPP and Humana Medicare—Relationships

• Saatchi & Saatchi Wellness and Abbott Laboratories—Things That You Love: Bicycle and Piano

• Saatchi & Saatchi Wellness and AstraZeneca—Extreme Measures

• Saatchi & Saatchi Wellness and Merial Limited—Little Green Men

Share this article:
You must be a registered member of MMM to post a comment.

Email Newsletters

MM&M Future Leaders


Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 

MM&M EBOOK: PATIENT ACCESS

Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Features

Read the complete October 2014 Digital Edition

Read the complete October 2014 Digital Edition

Click the above link to access the complete Digital Edition of the October 2014 issue of MM&M, with all text, charts and pictures.

Predicting your pink slip

Predicting your pink slip

Any time a firm needs to save money, high-salaried executives are targets

Private View: New ways to engage with customers

Private View: New ways to engage with customers

These healthcare social media campaigns successfully use emotion, altruism and the human desire to "brand" oneself to get customers engaged.