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SPIRIVA
SPIRIVA "Elephant" Campaign

RAN IN: United States

CLIENT
Boehringer Ingelheim

Justin Zandri - Director, Respiratory Consumer Strategy


Pfizer

Rob Blanc - Managing Director, US Mktg.

AGENCY
Draftfcb Healthcare *Lead Agency

Rich Levy - EVP, Chief CCO
Ida Lew - Executive Producer
Dana Maiman - EVP, CEO
Tom McLoughlin - Assoc. Creative Director, Writer
John Palisay - Creative Director, Art Director
Auge Reichenberg - Group Creative Director
Nanci Silverman - Group Mgmt. Director


Evoke Interaction


SUMMARY

How do you convince suffering, yet sometimes dejected COPD (Chronic Obstructive Pulmonary Disease) patients to seek treatment and support from their doctor? Through extensive research, the SPIRIVA team realized that we needed to speak to patients in an empathetic voice that recognized the burden of the disease for these individuals. The Elephant Campaign taps into the psychological and physiological burden of COPD. The elephant represents the problem (breathing with COPD), and SPIRIVA represents a solution. Patients took notice, with tracking measures and all important sales increasing.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, Pont of Care (POC)

Audience: Men, Women, Boomers (45+)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English