MediaPost Award Submission

Data-Driven Out of Home Strategy Boosts Engagement; Results for AstraZeneca’s Brilinta

CAMPAIGN NAME

Brilinta DTC Digital Out of Home

CATEGORY

Outdoor Media

Creative use of outdoor or place-based media as a campaign’s centerpiece.

CLIENT / BRAND / ADVERTISER

AstraZeneca (Brilinta)

AGENCY

Matterkind

3rd Party Affiliated AgencIES

HealixGlobal
Patients & Purpose

Submission Brief

Brilinta, a pharmaceutical for people at high risk of heart attack or stroke, wanted to supplement traditional marketing campaigns with a DTC approach to create brand awareness, stimulate engagement, and educate people on their path to better managing cardiac and stroke risk. Partnering with Matterkind, the Brilinta team launched a Digital Out of Home strategy utilizing Crossix audience data to determine DOOH locations over-indexed for heart attack survivors.

 

The media plan prioritized street furniture inventory only so that viewers could easily read requisite safety information required of black box drug brands. A QR code in the creative provided contactless access on branded website to the necessary additional prescribing and safety information.

 

Matterkind’s cross-channel addressable capabilities also captured and matched viewer mobile data to other display and video partner to enable re-engagement of likely exposed viewers to reinforce the benefits and risks of Brilinta.

Indirect pharma conversions make attribution difficult. A brand lift study and other media metrics were employed to measure success.

 

Of those exposed:

Only representing 3% of all video impressions served, re-engaged DOOH viewers significantly outperformed other audiences among many metrics:

Creative

DOOH Ads

QR Code Site

Video Advertisement

Individual Credits

Sandra Heinig, Associate Director of CV Consumer Marketing, AstraZeneca

 

Johnny Dogun, AstraZeneca

 

Veronica Hurtado, AstraZeneca

 

Faryn Brown, Associate Director of Addressable Activation, Matterkind

 

Francis DHondt, VP of Addressable Activation, Matterkind