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VESIcare
Pipe People Campaign

RAN IN: United States

CLIENT
Astellas Pharma

Gina Battiste - Assoc. Director, Urology Mktg.
Tim Stauber - Product Director, DTC Mktg.


GlaxoSmithKline

AGENCY
Euro RSCG Tonic *Lead Agency

Paul Klein - Managing Director
Laura Dartnall - Group Acct. Director
Lindsey Kaufman - Copywriter
Lisa Murphy - Planning Director
Bill Previdi - Sr. Art Director
Rich Roth - Executive Creative Director
Phil Silvestri - Executive Creative Director
Heidi Waldusky - Digital Creative Director


Targetbase


PHD


SUMMARY

While nearly 33 million people suffer from OAB (overactive bladder), due to stigma and embarrassment, very few are actually speaking to their doctor. So, how do you become the #1 brand in a category no one wants to talk about? This barrier, coupled with a highly competitive, well-established market at VESIcare's 2005 launch, were challenges that we faced and overcame. Our Pipe People campaign has allowed us to connect with our complacent target, and in 2011, VESIcare became the #1 brand in the entire category.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, Direct, Retail Experience

Audience: Boomers (45+), New Audience, Women

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English