Allerject Product Launch.
The challenge was to relaunch ALLERJECT, generate awareness, drive prescriptions, and grow its market share in a market dominated by EpiPen for over 40 years. The key insight was understanding the life-and-death nature of severe allergies, where carrying an auto-injector is crucial. Despite this, 48% of kids with allergies don’t carry their auto-injectors, and even those who do often fail to use them when needed.
This campaign won multiple awards at the MM+Ms and Echo Awards for best multichannel campaign, small budget launch, and professional sales aid.
Strategy: Audience Journeys That Drive Behaviour.
We developed key moments that matter and engineered our approach to ensure we addressed any barriers and drivers for each audience.
Execution: Precision Targeting Across Consumer Segments.
The TV spot was cut down into 6-second variations, targeted to different demographics and online behaviours of Canadians. Served up through social media platforms YouTube, Instagram and Facebook, each spoke to key drivers of our audience.
Birthday Party
Bedroom Floor
Cottage Life
Family Picnic
Airline Travel
Dinner Table
School Desk