Winner
Break Free From Plans to Pee
by Anthem Public Relations and the Good Ideas Group for Astellas
Summary of work
Overactive bladder (OAB) affects around 12% of individuals with prevalence increasing with age.
While the condition is common, a lot of patients aren’t seeking help. There are multiple reasons why: the belief OAB is a natural consequence of ageing, failure to understand the symptoms and becoming accustomed to simply “coping”, as well as embarrassment.
We created a campaign to reveal the everyday adaptions people were making to “cope”, boost recognition of OAB symptoms, and ultimately empower patients to seek help.
This integrated multichannel campaign included a hero film, service station posters and All4 ‘out of home’ placements (to drive awareness in the moment of making adaptations) partnering with Instagram influencers (to drive advocacy) and Google (search and display) ads, paid META ads (to drive action through social retargeting), creating surround sound and a joined up experience for patients.
Utilising this multichannel approach, we were able to overperform against all key performance indicators set at the beginning of the campaign, including beating digital click-throughs (138% versus target) and campaign questionnaire completions (127% versus target) all whilst achieving a CPC below target (£0.19 versus £0.27).
Judges’ comments
Anthem Public Relations, the Good Ideas Group and Astellas demonstrated a strong campaign that heavily considered their audience, their audience’s issues and how they would reach them, as well as producing bold objectives with well-thought-out targeting and great measurement. The judges were particularly impressed with the entrants’ agile adaptations, situational analysis, strategy and implementation, as well as their good use of creative media and effort made to see commercial impact, which ultimately generated great results that exceeded expectations.
