Envy - Super Bowl 50
Envy ran as an unbranded extension of the original unbranded OIC metaphor campaign (snail, lock, and stopper - see below) during Super Bowl 50. It garnered write ups in every major news service, had over 2 BILLION impressions, was listed by Ad Week as one of the top 6 moments of the Super Bowl (above Beyoncé!), and started a national conversation as diverse as the White House Chief of Staff, Bill Maher, and chronic pain patients.
Sales of Movantik went up 25% the following week, 15% the week after, and 15% again the third week.
For the Movantik patient branded campaign, we were challenged with having a true cross-customer connection with the successful HCP work previously developed. The campaign used the same illustrative New Yorker style that had worked so well on that end, but with different messaging and strategic angle. This campaign took the patient through their own journey of learning about OIC and then discovery of Movantik.
It was hard to miss on-air due to the style and the giant, charming opioid pill. Every time the ad buy cycled, sales went up.
Based on market research and audience feedback from the previous spot running for 9 months, we found some ways to improve on it. We amplified the intro for more effect, clarified the pronunciation, streamlined some components, and created a new simpler MOA. All while still keeping the charm and personality of the campaign that resonated so well.