GOLD | Branded Website for Consumers of 2017

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FCB Health and Boehringer Ingelheim

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The FCB Health team knew that patients with chronic obstructive pulmonary disease (COPD) often fear they won't be able to catch their breath. Based on this insight, they wanted to show COPD patients that Boehringer Ingelheim's treatment can give them what they most want — their breath.

Illustrating the idea of catching your breath is tricky to execute, yet the homepage did it beautifully with the image of a man reaching out to catch a graphic depiction of his breath, which impressed judges.

“Excellent execution of a strategic idea,” explained one judge. “The site is visually amazing, the UX is great, and the branding is fantastic.” A second judge liked that the site is easy to navigate, while a third judge appreciated its strong ties to the brand's DTC commercial.

An agency representative noted that in addition to the challenge of illustrating breath, the team also wanted to ensure that patients' fear was sensitively and accurately depicted.

“We worked with real people, not models, to get authentic emotions that COPD patients can truly relate to,” the team explained.

According to the submission, the site was “extremely effective” at motivating patients to ask their doctors about the product. More specific metrics included over 1.3 million unique views in less than a year, with 93% of visitors downloading PDFs. After the TV spot was tested in pilot cities, website traffic was up 71%.

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