360 Campaign
Prevnar 13
Role
Art Direction
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UI Design
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Graphic Design
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Context
A Healthy Ally
Market research allowed us to understand that our target audience doesn't like to be told what to do. We took this insight and adopted a lighter, less didactic tone. The ultimate goal for the brand is to become a healthy ally for consumers aged 50 and over and protect them from the risks of contracting pneumococcal pneumonia through vaccination.
_____ MOOD
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Web
Bigger & Better
This 360 campaign used vibrant brand colours to attract attention and create a positive vibe. The website kept the one-pager format from the previous campaign, but the content and user experience were optimized for the user. Sections were merged together to create a more coherent navigation which was in turn simplified to provide the user with a more direct access to information. Finally, because the target audience tends to be older, the site's type size was increased for better legibility.
Results
300% increase in website traffic vs last year's campaign
Average time on site went up from 2.68 minutes to 3.70 minutes
Yearly sales target was reached within 2 months after the launch of the campaign
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She Did It
The print pieces include a brochure featured in pharmacies, posters displayed in clinics and hospitals, as well as a billboard. The print focused on the protagonist of the campaign in order to highlight the "She did it" bandage.
