Company: Astra Zenica
Brands: Flumist Quadrivalent
Brands: Flumist Quadrivalent
The Background
Flumist was relaunching after several years being off market due to formulation issues. They spent two years retooling, and now they needed to get back into the market with a high profile HCP campaign that focused on their improved efficacy.
Flumist was relaunching after several years being off market due to formulation issues. They spent two years retooling, and now they needed to get back into the market with a high profile HCP campaign that focused on their improved efficacy.
The challenge
In the brief, the client explicitly stated they did not want to see the mist applicator in any of the creative. For them, the story was about how their new formula was more effective against the flu. They wanted the new campaign to have visual stopping power and the proof to have HCPs rethink the opinion that Flumist Quadrivalent was not as effective as other brands in the marketplace.
In the brief, the client explicitly stated they did not want to see the mist applicator in any of the creative. For them, the story was about how their new formula was more effective against the flu. They wanted the new campaign to have visual stopping power and the proof to have HCPs rethink the opinion that Flumist Quadrivalent was not as effective as other brands in the marketplace.
The solution
The winning campaign, both in client choice and through market testing, included both a strong message about how the new formulation was "Fierce" against the flu, but also kept and built upon the great legacy of an applicator, a preferred option for pediatric patients and their care givers.
The tactical pull through included:
Responsive Website / Journal ad / IVA / CVA / eMail / Ad banners / Playbook / Internal excitement
The winning campaign, both in client choice and through market testing, included both a strong message about how the new formulation was "Fierce" against the flu, but also kept and built upon the great legacy of an applicator, a preferred option for pediatric patients and their care givers.
The tactical pull through included:
Responsive Website / Journal ad / IVA / CVA / eMail / Ad banners / Playbook / Internal excitement
The result
• Feb 2021-AstraZeneca plc published financial results, which stated Flumist Total Revenue, entirely comprising Product Sales, increased by 161% in the year (153% at CER) to $295 m
• US sales increased by 254% in the year to $70m
• European sales increased by 135% (126% at CER) to $219m
We produced a re-launch campaign that exceeded client expectations and became a catalyst for organic growth by spawning an internal excitement campaign, additional tactics for the sales force and convention booth space.
• Feb 2021-AstraZeneca plc published financial results, which stated Flumist Total Revenue, entirely comprising Product Sales, increased by 161% in the year (153% at CER) to $295 m
• US sales increased by 254% in the year to $70m
• European sales increased by 135% (126% at CER) to $219m
We produced a re-launch campaign that exceeded client expectations and became a catalyst for organic growth by spawning an internal excitement campaign, additional tactics for the sales force and convention booth space.
The testimonials
"When I first saw the creative was showing the mister, I cringed a bit. By the end of that first creative presentation I was a convert. I loved the way your brought the idea to life and were able to keep the equity of the mister."
-Angela R., Flumist Brand Manager
"We love this campaign idea. The HCPs seem to love it too."
- Brad G., Flumist Senior Brand Manager
-Angela R., Flumist Brand Manager
"We love this campaign idea. The HCPs seem to love it too."
- Brad G., Flumist Senior Brand Manager
