BRISTOL-MYERS SQUIBB HIV PHOTO CONTEST by Havas Worldwide New York for Bristol-Myers Squibb

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BRISTOL-MYERS SQUIBB HIV PHOTO CONTEST

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Industry Shows, Events & Festivals, HIV/AIDS
Media Print, Magazine & Newspaper
Market United States
Agency Havas Worldwide New York
Associate Creative Director Vicki Woliver
Executive Creative Director Julian Molesso
Producer Melissa Brown
Account Supervisor Eric Hemedes
Released December 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: BRISTOL-MYERS SQUIBB
Product/Service: HIV MEDICATION
Agency: HAVAS WORLDWIDE HEALTH
Executive Vice President/Executive Creative Director: Sung Rno (H4B Chelsea)
Vice Presicent/Group Copy Supervisor: Amy Fortunato (H4B Chelsea)
Executive Vice President/Director Of Client Services: Richard Marshall (H4B Chelsea)
Associate Creative Director: Vicki Woliver (H4B Chelsea)
Account Supervisor: Eric Hemedes (H4B Chelsea)
Producer: Melissa Brown (H4B Chelsea)
Senior Copywriter: Brittany Hassett (H4B Chelsea)
Senior Art Director: Emily Inn (H4B Chelsea)
Vice President/Management Supervisor: Channia Holt (H4B Chelsea)
Chief Creative Officer: Christian Bauman (H4B Chelsea)
Executive Creative Director: Julian Molesso (H4B Chelsea)
Managing Director: Mike Peto (H4B Chelsea)
Media placement: Companion Brochure - - 1 Decemeber 2011
Media placement: Coffee Table Book - - April 15, 2012
Media placement: Convention Booth - USCA Convention Hall - November 10 2011
Media placement: USCA Reminder Ad - USCA Program Booklet - November 10, 2011
Media placement: Playbill Ad - Playbill - March 1, 2012
Media placement: Promotional Campaign - Print, Web, Video - December 1, 2011

Describe the objective of the promotion.
The Bristol-Myers Squibb HIV Photo Contest: an innovative consumer promotion to drive awareness of the HIV/AIDS epidemic through a Photography Contest sponsored by Reyataz. The objective of the promotion is to leverage Reyataz’s consumer message of 'Fight HIV Your Way', help raise awareness of HIV/AIDS among the general public, and inspire people impacted by the disease to continue their fight, while also lessening the stigma surrounding the disease. The concept called for those infected with and affected by HIV/AIDS to submit a photograph and short essay to depict how they fight HIV their way.

Describe how the promotion developed from concept to implementation.
In 2010/2011, Bristol-Myers Squibb evolved the Contest by collaborating with the pioneering Alvin Ailey American Dance Theater Company. The contest launched with a call for entries campaign including a number of integrated pieces were created for traditional and digital media.
Over 1,300 US submissions were narrowed down to 10 winners by a panel of judges, which were given to choreographer Rennie Harris to shape his dance theatre piece. The work is featured as part of the Ailey 2012 national US tour. A documentary film was created to tell winners’ stories and showcase the dance creation process.

Explain why the method of promotion was most relevant to the product or service.
The Contest stands out in a crowded, highly stigmatised market, while creating greater community engagement around the brand. There has never been a photo essay dance contest, or a collaboration with an arts organisation of the stature, presence, and mission of Alvin Ailey Dance Theater Company in this category. 'Home' has become a part of the Ailey repertoire, touring across the US, while the film documentation of this unique collaboration will reach an even wider audience. This will help alleviate the stigma of HIV and increase the stature of Reyataz within the overall community, including internal and external constituents.

Describe the success of the promotion with both client and consumer including some quantifiable results.
•Over 1,300 entries
•Campaign creative had average CTR of 0.23%, significantly higher than benchmark of 0.07%
•Contest launch press release picked up by over 300+ websites (e.g. Reuters, Bloomberg, USA Today, The New York Times, Washington Post, WorldPharmaNews, FiercePharma)
•Since launch and leading up to première of Home on World AIDS Day 2011, Contest cumulatively secured 25m impressions and 34 original stories
•This programme has helped sales reps gain access to more doctors, extended their sales calls and garnered goodwill for Bristol Myers Squibb as being truly committed to the HIV Fight