ASTRAZENECA CORPORATE DIGITAL PLATFORM
| Title | ASTRAZENECA CORPORATE DIGITAL PLATFORM |
| Brand | ASTRAZENECA |
| Product/Service | ASTRAZENECA |
| Category |
D01. Health & Wellness: Corporate Image & Communication |
|
Entrant
|
DIGITASLBi London, UNITED KINGDOM
|
|
Idea Creation
|
DIGITASLBi London, UNITED KINGDOM
|
Credits
| Mario Forgione |
DigitasLBi |
Client Director |
| Julian Cross |
DigitasLBi |
Executive Creatieve Director |
| Chris Barnes |
DigitasLBi |
UX Director |
| David Sanderson |
DigitasLBi |
Programme Manager |
| Chris Keetch |
DigitasLBi |
Technical Director |
| Alex Holmes |
DigitasLBi |
Design Director |
| Zach Sheppard |
DigitasLBi |
Designer |
| Andrea Wirth |
DigitasLBi |
Designer |
| David Delaney |
DigitasLBi |
UX Lead |
| Nicola Waters |
DigitasLBi |
Lean Application Developer |
| Paul Holiday |
DigitasLBi |
Application Developer |
| Matt Hobbs |
DigitasLBi |
Lead Interface Developer |
| Mathew Hawley |
DigitasLBi |
Application Developer |
| Aaron Faber |
DigitasLBi |
Interface Developer |
| Edward MacDonald |
DigitasLBi |
Lead Test Engineer |
| Arthur Morris |
DigitasLBi |
Test Engineer |
| Mauricio Reyes |
DigitasLBi |
Test Engineer |
| Richard Rae |
DigitasLBi |
Service Delivery Manager |
| David Dekker |
DigitasLBi |
Technology Partner |
| Francesco Brenci |
DigitasLBi |
Interface Developer |
| Marieke Bowman |
DigitasLBi |
Project Manager |
| Lee Ryan |
DigitasLBi |
Project Manager |
| Joe Aylesbury |
DigitasLBi |
Senior Technical Search Manager |
| Dana Mayer |
DigitasLBi |
Senior Analyst |
| Ian Stromsmoe |
DigitasLBi |
Client Director |
| Leanne Goodwin |
DigitasLBi |
Account Director |
The Campaign
We needed to tackle some myths head on and reveal that AstraZeneca were genuinely different from other pharmas.
We developed a creative vision to position AstraZeneca as ‘#1 for potential partners and recruits’, through bringing their amazing science stories and people to the fore.
Creative Execution
We worked closely with some of AstraZeneca’s scientists to bring to life a variety of cutting-edge scientific stories, through words, videos, animation and photography. The user journeys and experience are optimised to meet the requirements of varied user groups while ensuring the site promotes the science-led ethos of AstraZeneca.
The engaging content and experience ensure core audiences gain a real insight into AstraZeneca and arm them with enough information to make an informed decision about partnering and recruitment opportunities, before being efficiently handed off to other relevant touchpoints within the AstraZeneca digital ecosystem.
The site works on three primary breakpoints (small, medium-up, large-up), as well as a small set of more specific breakpoints for module edge-cases to optimise the website for each user across a wide range of devices.
The combination of inspiring, engaging content and a mobile-first approach means the site offers a truly immersive experience across all devices.
After just over six months since going live the new site achieved the following:
• Increased by over four times the volume of traffic to the careers site (from 7% to 21%)
• Reduced the site-wide bounce-rate by 18%
• Created a 23% uplift in the number of core users that agree the website ‘communicates that AstraZeneca is science-led) – comparison study before / after launch
• Increased the number of visitors to the IR content by 6%
Performance against the key metrics continues to rise.
INSIGHT
During an extensive discovery phase we established the biggest challenge for AstraZeneca was to overcome the often ill-informed, negative perceptions of the Pharmaceutical industry (compared to Academic research institutions) held by many scientists.
STRATEGY
In order to dispel the myths we developed a strategy that focused on the science. We developed a creative vision to position AstraZeneca as ‘#1 for potential partners and recruits’, through bringing their amazing science stories and people to the fore.