AstraZeneca was looking to develop and deploy a simple and effective platform to guide HCPs through new findings around BTK and the connections with malignant B-cells. An educational campaign was developed to provide generically branded touch points (in line with regulatory provisions) in a format that lets HCPs assimilate and engage with the material.
The look and feel of the microsite is a reflection of the creative relationship between coloring and focus, echoing the look of a coloring book. Visitors are greeted with a 3D video that effectively demonstrates the B-cell and inhibitors' unique connections and sheer power.
The decision to leverage animated ads for this campaign was based on the need to mitigate the effect of banner blindness — associated with static banners — on the audience. The goal was to present the content in a compelling format to capture the attention of the audience.