CLIENT
Sepracor Inc.
Jack Britts, SVP- Mktg. & Commercial Planning
Timothy G. Healey, Executive Dir.- CNS Mktg.
Jay Popli, Dir.- Lunesta Mktg.
Todd Bazemore, Dir.- Lunesta Mktg.
Robb Ciappenelli, Senior Dir.- Lunesta Mktg.
Will Richmond, Associate Dir.- Lunesta Mktg.
AGENCY
McCann Erickson HumanCare *Lead Agency
Andrew Schirmer, EVP- Managing Dir. HumanCare
Phyllis Califano, SVP- Group Dir.
Donna Lee Ubertalli, VP- Management Representative
Jennie Fields, SVP- Group Creative Dir.
Zulay Tomasiello, SVPm Strategic Planner
Echo Torre Lazur
Initiative Media
SUMMARY
As a new prescription, Lunesta had to overcome an entrenched category leader and consumers' denial of insomnia and fear of treating it. To get consumers to ask their doctors about Lunesta, it was imperative to rapidly build brand awareness. This campaign propelled Lunesta to match the category leader's brand awareness in only five months while surpassing it in ad awareness by 19 points. The goal of filling 2 million prescriptions by yearend was reached more than two months early, and Lunesta is selling at a pace to reach its 3 million goal three months ahead of schedule.
