Crestor
Reshaping a megabrand
In 2007 AstraZeneca brought in The Partners (WPP) to dig deep into the DNA of their brand portfolio.
Following months of market research and customer testing, AstraZeneca handed us a new blueprint with a mandate to make it work online.
As AZ’s preferred vendors for digital content, we went about designing new strategies for the online marketing channel that would leverage the insights from their research. We created an aesthetic template that could be adopted by AstraZeneca’s regional websites worldwide alongside a suite of practical comms tools to help them implement the new strategy.
One such brand was CRESTOR; a market-leading statin designed to help patients who are at risk from high cholesterol.
Cardiovascular diseases are complex to treat not least because they often require lifestyle changes such as diet and exercise plans in addition to medical intervention.
Recognising this, the online channel offered a great opportunity for the brand to connect the science behind the product with the emotional needs of the patients who use it and to provide comprehensive tools for Healthcare Professionals that go beyond the drug itself.
We led a complete overhaul of the digital portfolio for
the brand which included a suite of interactive applications,
rich media ads, videos and podcasts from
patients and an unprecedented consumer educational
campaign. Our challenge was to provide support to
healthcare professionals online and make a meaningful
contribution to deliver on the brand proposition.
