Pharma

AstraZeneca

BTK: An education and engagement display outreach campaign, leveraging targeting strategies to extend reach, build awareness and drive search to a microsite tuned for HCPs.

Role

Art Director

Scope

Animated display ads and Microsite

Category

Microsite and Display Ads

An Unbranded HCP

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.

A simple yet effective Microsite

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.

Working against banner blindness

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.

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