I PICK MY NOSE by DIGITAS HEALTH for MEDIMMUNE

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I PICK MY NOSE

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Industry OTC Medicines (Pain Relievers, Cold & Flu)
Media Promo & PR, Case study
Market United States
Agency DIGITAS HEALTH
Art Director Sarah Cobb
Copywriter Jonathan Klein
Producer Maria Amato
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: FLUMIST/MEDIMMUNE
Product/Service: NASAL SPRAY INFLUENZA VACCINE
Agency: DIGITAS HEALTH
Date of First Appearance: Aug 23 2010
Entrant Company: DIGITAS, Boston, USA
Entry URL: http://www.flumist.com/
Managing Director/Executive Creative Director: Graham Mills (Digitas)
Senior Vice President/Executive Creative Director: Jacqueline Nolan (Digitas)
Senior Vice President/Creative Director: Brian Lefkowitz (Digitas)
Assistant Creative Director: Emily Spilko (Digitas)
Lead Creative: Sarah Miller (Digitas)
Lead Creative/ Copywriter: Francisco Garcia-Tunon (Digitas)
Copywriter: Jonathan Klein (Digitas)
Art Director: Sarah Cobb (Digitas)
Producer: Maria Amato (Digitas)
Senior Vice President/ Group Director of Media: Chris Andrew (Digitas)
Vice President/ Director of Account Planning: Jeffrey Werbylo (Digitas)
Managing Director/Marketing: Eva Heyman (Digitas)
Vice President/ Group Director of Marketing: Scott Tannenbaum (Digitas)
Vice President/ Director of Marketing: Claire Foster (Digitas)
Manager Marketing: Lizzy Mangold (Digitas)
Manager Marketing: Meghan Rose (Digitas)
Senior Associate, Project Management: Tina Matthew (Digitas)
Associate Director: Scott Henry (Digitas)
Principle Software Engineer: Anna Armentrout (Digitas)
Senior Software Engineer: Greg Beliczynski (Digitas)
Media placement: In-Office Posters - Across The USA - 1 August 2010
Media placement: Print Ad - Parents Magazine - 15 August 2010
Media placement: Website - Www.Flumist.com - 23 August 2010
Media placement: Branded Banners - Nick Jr, Parents.com, & IVillage - 26 Augut 2010
Media placement: :60 Spot - NBC Local (11 U.S. Cities) - 15 September 2010
Media placement: Webisodes - IVillage, Flumist.com, Parents.com, & YouTube - 15 September 2010
Media placement: Teaser YouTube Banners - YouTube.com - 6 October 2010
Media placement: YouTube Channel - Youtube.com/whatwouldyoupick - 6 October 2010

Insights, Strategy & the Idea
Our client, MEDIMMUNE, needed to move more doses of FLUMIST — a flu vaccination that is an alternative to the shot and administered with a spray in the nose. In order to capture share from the flu shot in 2010, we needed to catalyze the consumer ask for FLUMIST among the paediatric market. We drove awareness of FLUMIST and its benefits by getting Moms’ attention in a way that differentiated the brand and made it relevant to their children’s health. The campaign celebrated the FLUMIST choice with the memorable line: “I Pick My Nose.”

Creative Execution
MEDIMMUNE wanted people to know that after 70 years there was finally a choice in flu vaccines.

So, they asked the question, “Would you rather have a shot in the arm or a spray in the nose?” Then developed a bold multi-media campaign around the answer: I Pick My Nose.

The rich digital experience included an integrated site, films, YouTube teaser banners and a proprietary channel, and partnerships with popular sites to run our films and TV spot.

Social media picked it up and spread it across the web. The resulting 254 million online impressions and 900k video views proved that a lot of people chose to pick their noses.