Best TV Advertising Campaign

Print and TV Best TV Advertising Campaign The Award Sponsored by HCB Health Recognizes excellence in branded or unbranded TV ads or cam- paigns promoting a prescription drug, medical product or services, GOLD AWARD or disease awareness/education. Digitas Health and Shire Own It The Finalists n AbelsonTaylor and Abbott— Ensure “Good Eggs” :30 TV Judges agreed that this Spot campaign made exceptional n Cult Health and Novo use of celebrity in featuring many ideas, he found himself on shows like Saturday Night Nordisk—Insulin Delivery, Adam Levine, lead singer of unable to to focus. That experi- Live and Today,” the agency My Way Maroon 5. ence led him to see a doctor said. “In order to generate “Nice use of personality and about his condition. He also awareness and video views, n Digitas Health and Shire— well shot,” commented one sings and plays music. partnerships were created with Own It judge. “Good use of personality— in-stream premiere content n Draftfcb NY and Pfizer/ The aim of the campaign was engaging and involving,” said a providers like MTV, ABC, Fox Boehringer Ingelheim—Spiriva to encourage young adults who second judge. and Hulu.” “Elephant” TV Campaign think that they’ve “outgrown” The national broadcast PSA That broad-based strategy Attention-Deficit/Hyperac- drives people to reassess their yielded big results, with the n MacLaren McCann and Dukoral—This Is Not A Good tivity Disorder to “Own It,” symptoms by taking an ADHD campaign surpassing all of its Time i.e. to take responsibility for quiz at www.OwnYourADHD. goals in 2011. Between July their own ADHD, by educat- com, a partnership with Every- and December, video views ing them on the prevalence of day Health. topped 44 million, and the adult ADHD. “We also aligned the spot was aired as a national Levine tells a personal story campaign in areas with a broadcast PSA more than about how he realized that his heavy Adam Levine presence 8,000 times. The campaign ADHD symptoms were still through a custom sponsorship also drove more than 570,000 getting in his way while he was on NBC’s The Voice, a custom people to take the quiz. This working on Maroon 5’s first al- music station on Pandora, and year, the effort has expanded bum. He says that he felt stuck banner placements surround- to include two additional because, even though he had ing Adam’s guest appearances spokespeople. SILVER “Real insight into the problem done AWARD with a light touch,” said one judge of HCB is a full-service, health- this campaign for Dukoral, an oral MacLaren McCann care marketing communi- and Dukoral vaccine for travellers’ diarrhea. cations agency headquar- tered in Austin, Texas. Our This Is Not A Good Time A series of dream vacation scenarios “reinforced the importance approach is to outsmart of vacation,” the agency said. “Then your competition, not out- spend them. By simplifying by turning those scenarios on their workflows and streamlining ear through the introduction of processes, we can help you travellers’ diarrhea, we point directly get more out of your next at both the glaring gap in symptom pharmaceutical or medical treatment and the unquestionable device launch. It’s time to need for symptom prevention.” stop throwing money at the A second judge found the ad problem. Visit us at www. “witty and engaging.” HCBhealth.com MM&M AWARDS 2012 33.

Load more