Merck, Marina Maher Communications, TBWA\WorldHealth, and InterbrandHealth
Merck Redefines Medicine as Invention
Though Merck has created medicines that treat many of the world’s most challenging diseases, including measles, cancer, HIV/AIDS, and heart disease, most people didn’t recognize its contributions to human well-being.
To make the point, Marina Maher Communications positioned Merck as an inventor. Because invention is most commonly associated with technology, the team had to expand understanding of the idea to include life-saving medicines.
“This was a big idea and great creative execution,” said one judge.
A video was central to the effort. It opens with people on the streets in San Francisco and Manhattan responding to the question: “What invention can’t you wait for?” Answers range from teleportation to flying cars, until the last interviewee says, “A cure.” It’s revealed her child has cancer, so medicine is the only invention that matters to her.
The video was shared directly with employees and shareholders, featured on Merck.com, and used in media buys on various Time online channels.
Shorter videos sparked dialogue on social media and record-level engagement for Merck.
All told, the video reached more than 15 million people. Those served via paid ads achieved a 79% completion rate, even when they were skippable.
The team also reported the video and other efforts successfully introduced employees to Merck’s new Inventing for Life corporate anthem. Two months after the video launch, 83% of employees were aware of the phrase and 78% understood the role of invention at Merck.
Finalists
Havas Life Metro for American Medical Association
Born To Do This
Johnson & Johnson Surgical Vision and 2e Creative for Tecnis Intraocular Lenses
Tecnis IOLs Branding + Packaging Revolution
Merck, Marina Maher Communications, TBWA\WorldHealth, and InterbrandHealth
Merck Redefines Medicine as Invention
Pfizer and HealthWork
Pfizer-Dreams
ViiV Healthcare and McCann Echo
Our Core Values
From the October 11, 2018 Issue of MM+M - Medical Marketing and Media
