Outstanding Rich Media Online Ad

Crohn's Disease is an unpredictable and debilitating gastro-intestinal condition that can severely limit a patient's lifestyle options. Further, its erratic and painful outbreaks can lead patients to distrust not only their treatment program, but their bodies, themselves.

From this insight, Heartbeat conceived a display media campaign that asked patients to truly listen to their bodies when a current treatment choice might be losing efficacy and to step up to Cimzia - a biologic anti-TNF, more advanced than typical anti-inflammatories.

By making human stomachs the central characters of the creative messaging, the Cimzia Belly campaign gave voice to the very bodies of Crohn's sufferers. Each having a particular personality, the Bellies expressed specific patient frustrations with Crohn's disease and with the limitations of treatment. The campaign also included an execution that encouraged patients to interact with the banner by typing in their own message, which would then immediately appear on the banner Belly.

Executed through a myriad of online rich media banner placements, the Belly campaign has doubled the success of the previous branded campaign.

Contributors:

Senior Product Manager:	Patricia Choumitsky
Associate Director, Client Services:	Katie Dooley
SVP, Executive Creative Director :	James Talerico
Creative Director :	Chris Whaites
Senior Producer:	Maya Schindler
Associate Producer :	Annie Dragisity
Flash Developer :	Andrew Landowski
QA Manager:	Faiyaz Quadri
Media Planner:	Dan Haller

HEARTBEAT IDEAS

Location: US

About the Agency:

In this radically transforming marketing landscape, Heartbeat is the Consumer & HCP AOR leader that specializes in helping brands overcome the odds and exceed their goals by outsmarting, outworking, and outperforming the competition. The digitally-native, full-service agency dissects a brand’s unique competitive challenges and delivers a smarter approach by leveraging unexpected strategies, daring creative, innovative solutions, faster processes, and a scrappy mentality. Heartbeat is proud to have partnered with world-class organizations like Genentech, Galderma, Novartis, Pfizer, and UNICEF. California-based sister agency, Heartbeat West, brings that same fighting spirit and world-class strategic and creative skills to healthcare clients on the West Coast. Managed by sun-seeking refugees from Heartbeat Ideas’ New York base, Heartbeat West offers clients the energy and uncompromising attitude of a “New York agency,” only with palm trees and better Mexican food. Heartbeat Ideas and Heartbeat West are members of Publicis Health.