Some innovative campaigns
Client: GlaxoSmithKline (GSK)
Media: Internet/interactive
Campaign: alli – The first over-the-counter weight-loss pill: www.myalli.com, www.mialli.com, www.allihcp.com
GSK wanted to introduce the first FDA-approved, over-the-counter weight-loss pill. imc2 launched an unbranded site -- QuestionEverything.com -- in the summer of 2006, which contained credible information and professionally moderated discussion aimed at targeted dieters. It emphasized the importance of committing to a weight-loss program, sans photos and claims. In six months, with minimal media coverage, the site attracted 700,000 unique visitors and 38,000 registrants for a still-to-be named product.
A few months later, FDA granted approval for the product, and last February, imc2 created three sites: myalli.com, mialli.com (Spanish site) and allihcp.com (for healthcare providers). The agency designed the first two sites for people interested in understanding how to use the new drug, called 'alli.' The healthcare providers gave practitioners the information and tools needed to offer patients an alternative to current over-the-counter weight-loss options. Content/tools on the consumer sites included a BMI calculator and a readiness quiz. A 'Commitment Letter' feature enabled people to share past diet experiences. More than 1.5 million unique visitors logged on during the first four months.
Client: Procter & Gamble
Media: Internet/interactive
Campaign: "ShareYourSecret"
Last summer, Procter & Gamble wanted to generate more buzz about Secret deodorant and highlight the brand's 50th anniversary. The campaign asked women "are you strong enough to share your secret?" They were directed to a microsite designed by imc2, which generated more than 25,000 responses and doubled site traffic for the brand. Participants were encouraged, preferably anonymously, to spill their guts.
Average monthly user sessions from July through September were 119,000; page views were 767,000 and average time on the site was just over five minutes. The microsite, according to Procter & Gamble, was very successful at creating an emotional connection between the consumers and the brand, and allowed women a lot of freedom to share their secrets.
CLIENT: Unisys
Media: Internet/interactive
Campaign: "Security Unleashed"
Unisys wanted to heighten awareness of its security services to C-level executives at Fortune 500 companies. Unisys' print ad agency created personalized billboards and airport posters in areas each executive frequented, along with custom Fortune Magazine cover stories featuring each executive as the hero. In concert with the print campaign, imc2 created two digital elements:
- Personalized websites for each target featuring a 'news report' given by well-known news reporters highlighting the targeted industry's future success with Unisys, content about their industry's trends/business challenges and an overview of Unisys capabilities and success stories.
- SecurityUnleashed.com, for anyone else who saw the ads and wanted to learn more about the campaign.
The campaign encouraged people to think about Unisys as a strategic partner to enable secure business operations. Nearly two-thirds of targeted executives logged in to get the Security Unleashed story, and Unisys received feedback from them confirming the campaign has increased awareness.