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Winner 2010 - Campaign of the Year

Winner

Company:  Astellas Pharma in association with Pan Advertising

Campaign: Vesicare: the success story continues

 

PMEA Winner - Campaign of the Year


Criteria

This Award relates to ongoing marketing activities for the development of an ethical product in the UK and Europe, originally launched before the end of December 2008. Entrants needed to demonstrate the ongoing development of the brand in 2009, with particular emphasis on showing evidence of marketing excellence.



Award sponsor


STEM logo "The PMEA are the best awards in the industry because they are the most objective and look holistically at the mix rather than isolated elements.To win Campaign of the Year is a huge commendation."
Rob Wood, MD & head of European operations, STEMTM Marketing Ltd


Campaign overview

Astellas recognised that 2009 would have to be a year of innovation and focus to achieve aspirational goals for Vesicare. Having identified a significant unmet need to improve both the diagnosis and treatment of overactive bladder, often a highly debilitating condition, they set out to improve awareness, diagnosis and treatment rates. By retaining a single minded focus on three strategic imperatives, the team delivered a series of innovative, memorable and highly effective initiatives that served to consolidate their brand leader position.

Campaign of the year

 

Judges' comments

"This campaign showed evidence of very successful partnerships with both patient organisations and emerging healthcare professional groups. It was innovative and we liked all aspects of the analysis, creative approach, implementation and measurement. It gave healthcare providers a sound reason to treat and raised patient expectations of treatment. Success across many channels – no mean feat!"

 

 

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