Time to dust off the party frocks again. Affinity have achieved finalist status in the Prime Awards with our work for Mundipharma’s Norspan in three different categories: Digital Excellence, Best Single Ad and Innovation.
We reckon our selection was because our ad was the first ever rich video ad to appear on an Australian GP medical site. Research told us that patients were suffering from serous pain in silence not knowing that safe alternatives such as Norspan were available to them. This finding coupled with GPs feeling uncomfortable about prescribing pain meds lead us to the insight that if GPs understood how patients felt, it would provoke them to discuss pain treatment options with their patients more proactively. Our creative response was to dramatise suffering pain in silence using real patient stories via video in banner.
As our client put it: "At the end of the day, this campaign resulted in the brand hitting and exceeding yearly goals despite reduced share of voice in the field during the second half of the year."
The Primes recognise the best work in the category of healthcare and pharmaceuticals in Australia and it’s been our distinct pleasure to not only have made the finalists' list before, but to have taken out the winner in Digital Excellence in 2013.
Equally exciting is evidence that healthcare communications are evolving fast. Our digital campaign for Norspan has been selected as one of the best single ads amongst a traditionally print-lead category. In fact, our campaign is the first digital ad to be selected for Best Single Ad for the Prime Awards ever.
We’ll find out on 17 September if we’re the best of the best for "digital work that best meets the market needs through outstanding abilities to push the boundaries of digital marketing…”. Stay tuned and wish us luck!