Best TV Advertising Campaign: 2014
Saatchi & Saatchi Wellness and AbbVie
Inside the Circle
Research showed that Crohn's disease (CD) patients sought to control their symptoms through extreme work-arounds, such as waking up in the middle of the night to eat.
To drive patient awareness of Humira and gain market share, Saatchi & Saatchi Wellness positioned symptom control as an illusion and inspired patients to strive for remission, which is possible with Humira.
The spot opens using spinning camera angles to emphasize the idea of a patient going in circles. When Humira information is presented the patient is shown moving forward on a straight path. The campaign also included display ads, website tactics and more.
Multiple judges praised the consumer insights and research that led to this unique spot.
“High scores in creativity and originality,” said one judge.
“The impressive results sealed it,” another judge noted.
Indeed, results are impressive. Humira had 40.9% market share disadvantage in early 2012 to Remicade. As of December 2013, Humira held a 47% market share over Remicade's 44.1%, and the Crohn's Biologic Market grew 12% year over year.
Humira's ownership of “remission” as a brand attribute hit 35%, compared to Remicade's 20%, and total unaided brand awareness increased from 32% to 46%.
AbelsonTaylor and Allergan
Aczone “Mirror Images” Campaign
Hand mirrors in the place of the heads of people observing a woman with acne emphasized the insight that acne sufferers think others only notice their acne.
Three months post-launch, Aczone Gel had a three-point share increase and overall market volume growth doubled. The spot also contributed to a 200% website visit increase.
• AbelsonTaylor and Allergan for Aczone “Mirror Images” Campaign
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• H4B Chelsea and Alcon for Bedtime Stories
• PulseCX and Astellas for Astellas Myrbetriq TV
• Saatchi & Saatchi Wellness and AbbVie for Inside the Circle