Allerject “Fits Your Life”

The challenge

Relaunch Allerject, build awareness, drive prescriptions and win share in a category EpiPen had owned for more than 40 years. Severe allergies are life-and-death, yet 48% of kids with allergies don’t carry their auto-injector, and many who do don’t use it when it counts.

The idea

“Fits Your Life.” If people won’t carry their auto-injector, make carrying it feel effortless. The campaign put Allerject in the everyday places severe reactions happen, from birthday parties to cottage docks, as the auto-injector small enough to always be there.

Strategy: audience journeys that drive behaviour

We mapped the moments that matter for both healthcare professionals and consumers, then engineered every touchpoint to remove barriers and amplify drivers at each stage.

Execution: precision targeting across consumer segments

The TV spot was cut into six-second variations targeted by demographic and online behaviour, and served across YouTube, Instagram and Facebook. Print extended the idea into the everyday places an auto-injector needs to go.

Results

Launch sales came in 23% over forecast, with 66% of sales driven by marketing, and the account grew from $550K to $2M. Three SILVERs at the 2021 MM+M Awards (Multichannel Campaign, Best Launch, Best Professional Sales Aid) and SILVER at the 2022 ECHO International Awards.