iNova
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The client.
About iNova
iNova Pharmaceuticals is an international organisation that develops, markets and sells a wide-range of prescription medicines and non-prescription consumer health products to over 20 countries across Asia, Australia and New Zealand, and Africa. Employing over 500 industry professionals over 3 continents, iNova’s vision is to deliver trusted, market-leading brands that improve people’s health and well-being everyday.
Can Science Take the Weight Off (CSTTWO) is a national campaign by iNova – promoting a medicinally orientated weight loss journey. The campaign is purposed to drive education and awareness of obesity, and encourage overweight/obese Australian’s to talk to their doctor about weight loss alternatives.
The agency.
About Mediahub ML
Mediahub is a full service global media company and one of the three major IPG media companies, with offices in 10 countries worldwide and over 900 employees. Mediahub is built for challenger brands or companies that are disrupting the status quo and as a result want a media agency that is challenging and disrupting the norms of media.
Locally, in Australia Mediahub works on behalf of clients like RFG Group, (Crust Pizza, Gloria Jean’s), iNova Pharmaceuticals and others.
The Campaign Goals.
1.
Generate Awareness
The primary goal of the “Can Science Take the Weight Off?” campaign was to generate awareness within a segment of the overweight/obese Australian population on the various alternatives driven by medication science to support weight loss.
2.
Encourage Research & Education
Encourage research and education on the alternative options to support weight loss on the CSTTWO website along with broader resources to help strengthen understanding, motivate positive action and intent to discuss with a doctor.
The strategy.
Target audience
Female (25-54)
Married with children
Interested in shopping, dining & family time
Publishers / Placements
Content focus on beauty, health, celebrity interest, travel and parenting.
Technology
Location Specific
iNova Australian women only. This required us to geo target the campaign to the six Commonwealth States, NT and ACT.
Multi-Device
Due to their responsive design, AdGate™ units run on mobile, tablet and desktop, ensuring the simplicity of a single buy across all devices.
The campaign creative.
AdGate Ask (Q&A).
AdGate™ loads part way into an article (concealing the final paragraphs) and creates a value exchange whereby a simple brand interaction (answering a question, swiping or tapping a button) instantly unlocks the rest of the article.
WINR utilised AdGate™ Ask to engage iNova’s target audience and focus their attention on the CSTTWO core messaging (there are alternative options for weight loss, available from your doctor) with a call to action to “Learn More” by visiting the CSTTWO website – and in doing so provide specific resources to help strengthen understanding, motivate positive action and intent for this audience to meet with a doctor.
The results.
In their words.
WINR generated impressive engagement and click through rates over the campaign period along with a unique and different creative execution.
We loved working with the team and would be pleased to work together again in the future.
