| Title | ROCHE - MS DISEASE |
| Brand | ROCHE |
| Product/Service | AWARNESS OF MS DISEASE AND THE IMPORTANCE OF CORRECT TREATMENT |
| Category |
D02. Interactive Video |
|
Entrant
|
MILTTON Helsinki, FINLAND
|
|
Idea Creation
|
MILTTON Helsinki, FINLAND
|
|
Production
|
OTTO PRODUCTION Helsinki, FINLAND
|
|
Additional Company
|
EVERMADE Helsinki, FINLAND
|
Credits
| Erkko Mannila |
Miltton Creative |
Creative Director |
| Roope Sandberg |
Miltton Creative |
Art Director |
| Ella Antila |
Miltton Creative |
Art Director |
| Eija Anteroinen |
Miltton Creative |
Account Director |
| Inka Kosonen |
Miltton Creative |
Agency Producer |
| Tuomas Velling |
Evermade |
Lead Developer |
| Sauli Puukangas |
Evermade |
Designer |
| Joakim Larres |
Evermade |
Project Manager |
| Pekka Harala |
Otto Production |
Director |
| Niels Thastum |
Otto Production |
Director Of Photography |
| Ari Laitinen |
Otto Production |
Producer |
| Anthony Bentley |
Otto Production |
Editor |
| Anné Kulonen |
Otto Production |
Composer |
| Timo Anttila |
Otto Production |
Sound Designer |
| Timo Luomanen |
Otto Production |
Colorist |
| Milan Gromilic |
Otto Production |
Choreographer |
| Aljosa Spajic |
Otto Production |
Production Designer |
| Jelena Djordevic |
Otto Production |
Costume designer |
| Natasa Krstic |
Otto Production |
Make up and hair |
Background
• Situation – Roche has launched a new very effective drug to treat and even reduce or postpone symptoms in MS-disease.
• Brief – How can we build awareness in various treatment of the MS-disease, when we can’t name a drug? How can we show that the patient has choices in treatments that might postpone symptoms and even give several years of symptomless life?
• Objectives – To build awareness on the MS-disease. In long term empower patients to ask tough questions about different treatments (and drugs) available. To give realistic insight generally to the life with MS-disease and how different life might go in different treatments.
Describe the strategy
Data gathering – background data of MS-disease and it’s different forms. The political information gathered by questionary to the decision makers of drug reimbursements and of the right of equal and efficient treatment to every patient.
Target audience (consumer demographic / individuals / organisations) – The disease infects mostly young people (a bit more young women about 20-25 y), but we wanted to reach general public, because MS effects the patient all the lives on close ones. Also the right for equal treatment is affecting all the serious illnesses e.g. cancer. The campaign was done in close co-operation with patient groups and Finnish Neuro Society.
Relevance to platform – film form was the best way to show the two different destinies from diagnose to life during treatments. Also emphasis in digital pushed also the new MS-information site.
Approach – 1. Building emotion via film, 2. Information and other content
Describe the execution
• Implementation – cinema campaign, PR, digital native campaign, Patient societies and Neuro Society longterm banners and the study among political decision makers
• Timeline - from May 29.5.2019 trough July the 24th 2019
• Placement - film in Cinema, interactive film on website, PR in the city of Pori in Finland and in Helsinki during the International MS-Day 29th of May.
• Scale – Medium and long term, the campaign continues until 29th of May in 2020
List the results
• Reach cinema campaign /national/ 2 weeks 172 000 viewers, native digital campaign 25-45 y/w 75 000 uniq visitors CTR 0,64 (average in health care 0,48)
• Engagement – In July PR event for 5 days, during which 1400 people felt how the everyday feels for MS-patient
• Sales – no sales KPI’s
• Achievement against business targets – there was none business targets