APPROACHABLE EMPOWERMENT by Mediacom New York for Glaxosmithkline (GSK)

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APPROACHABLE EMPOWERMENT

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Industry Hospitals, Healthcare facilities & Medical Services, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market United States
Agency Mediacom New York
Released October 2009

Credits & Description

Category: Healthcare & Medical
Advertiser: GLAXOSMITHKLINE
Product/Service: HIV DRUGS - EPZICOM/LEXIVA
Date of First Appearance: Oct 26 2009 12:00AM
Entrant Company: MEDIACOM, New York, USA
Associate Media Director: Geoff Lamm (Mediacom)
Media Supervisor: Antoine Brown (Mediacom)
Media placement: Banner Ads - LOGO Network - 26/10/2009
Media placement: Digisodes - LOGO Network - 26/10/2009

Results and Effectiveness
Marketing bravery and creativity led to never seen before results. 1. As much as a 150% increase in “Intent to ask a doctor for a specific brand prescription”. 2. The “Living with HIV” video playlist received over 200,000 page views with over 25,000 video downloads. That’s over 125,000 minutes….over 2,000 hours…over 86 days that patients spent engaged with the digisodes! With an outreach of almost 250,000 viewers, GSK’s/ LOGO’s digisodes delivered significant penetration against our target of roughly 1 million HIV patients in the US. By breaking category conventions, we didn’t just meet the client’s business objectives, we exceeded every one.

Creative Execution

In a simply unprecedented move for the prescription-drug industry, we convinced GlaxoSmithKline to develop an association with RuPaul’s Drag Race – a show very popular with both gay white men and African American women. Yes, GSK and a drag queen. By developing a first-ever partnership with the LOGO network, a US gay-oriented television and multi-media property, GSK connected with “Living With HIV,” a series of online “digisodes.” The series featured the compassionate, tell-all conversations of one of the show’s stars, Ongina—who spoke honestly and touchingly about both her decision to reveal her HIV status, and living a full life with the disease. The video was clearly supported by banner ads on the digital site for Epzicom and Lexiva—making a strong statement about both Ongina’s story and the GSK brands. These powerful videos pushed through the cluttered environment with the support of high-impact media placements and sponsorships throughout the site.

Insights, Strategy & the Idea
Historically, marketing of HIV products has been sterile and conservative. HIV is still a topic that most people don’t feel comfortable discussing with anyone—even their doctors. Yet we needed to devise a solution that prompted consumers to specifically request GSK’s HIV drugs Epzicom/Lexiva. Complicating matters—our consumer insight revealed two very different targets: gay white men and African American women. These differences included their openness to HIV advertising, media selection and life outlook. With limited budget, we needed to find a communications strategy that would engage both disparate yet essential groups. Our strategy was designed to: - Overcome category facelessness and activate consumer preference - Speak to both consumer groups in a way that was brutally honest, supportive and real, so that when they met with their doctor, they had a specific HIV drug brand in mind.