Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

Tivicay and Triumeq (Dolutegravir Franchise)
Defying Convention with Dolutegravir

RAN IN: United States

CLIENT
ViiV Healthcare

John Grit, Product Director, US Marketing
Dustin Haines, Head of US Marketing, Viiv Healthcare
Rob Kempton, Senior Director, Dolutegravir Franchise Marketing

AGENCY
McCann Echo *Lead Agency

Jennifer Garcia, VP, Management Supervisor
Charlene Leitner, EVP, Managing Director
Jamie Torres, VP, Account Group Supervisor
Jesse Johanson, EVP, Director of Strategic Planning
Sara Zaccheo, Creative Director
Thomas Gada, Associate Creative Director/Copy
Danielle Campion, VP, Associate Creative Director/Art


Ogilvy Commonhealth


SUMMARY

ViiV Healthcare faced a big challenge. Their two new products were entering a highly satisfied HIV market. Single-pill regimens (SPRs) had become the standard of care. Doctors were happy to manage the virus with fewer pills than ever before. Despite this, ViiV introduced Tivicay, a product requiring multiple pills, and was launching Triumeq, the fourth SPR to market. ViiV upset the HIV market by changing the conversation to focus on results instead of convenience. The result? Sales that are now on pace to surpass the former gold standard.

CASE VIDEO


Hero Medium: Sales Promotion

Medium Featured On Video: Branded Content, Interactive/Online, Mobile/Tablet, Print, Professional Engagement, Sales Promotion

Audience: Other

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English