2009 ECHO Award - AMDIA

SILVER
PFIZER WANTED TO LAUNCH CHAMPIX, A NEW SMOKING CESSATION
TREATMENT AVAILABLE ONLY through a doctor’s prescription. Since the vast
majority of Australian smokers turned to their pharmacists—not physicians—for
assistance, Pfi zer designed a multichannel, direct-to-consumer campaign that would
redirect smokers to their doctors for advice. Instead of the typical “You Can Do It!”
campaign, Pfi zer took a “You Can’t Do It!” tact, using a character called the Master,
a taunting voice aimed at piquing smokers’ resentment for being a nicotine addict.
Within 12 months, 248,296 prescriptions were fi lled, meaning that Pfi zer had
mobilized 7% of the Australian smoking population to try Champix.
CAMPAIGN NAME – How Champix Outsmarted Cigarettes
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – Ursa Communications
EXECUTIVE CREATIVE DIRECTOR – Denis Mamo
CAMPAIGN PLANNER – Richard Wylie
SENIOR COPYWRITER – Geoff Fischer
SENIOR ART DIRECTOR – Helen Shortis
ACCOUNT DIRECTOR – Vanessa Burrow
SENIOR ACCOUNT MANAGER – Mariana Olliver
CLIENT – Pfi zer
MARKETING DIRECTOR – Mark Crotty
CARDIOVASCULAR GROUP MARKETING MANAGER – John Dimopoulos
TEAM LEADER – Champix – Vanessa McCutcheon
BRONZE
MERCK & CO., INC., IN MARKETING ITS ASTHMA CONTROLLER
medication Singulair, needed to counter the fact that most people stopped taking
their asthma medication after a few months because they felt better and, when
necessary, used an inhaler for temporary relief. Using multiple but no paid media,
Merck’s A.I.R. Program was designed to engage adults with asthma and caregivers
of children with the chronic condition, provide a better understanding of asthma
and lead to greater adherence. The campaign far exceeded expectations: More than
nine out of 10 patients take Singulair every day, all year round, and 58,300 people
enrolled in the A.I.R. Program.
CAMPAIGN NAME – The A.I.R. Program—Singulair®
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – MicroMass Communications, Inc.
DIRECTOR OF STRATEGIC PLANNING – Kelly Andrews
ACCOUNT SUPERVISOR – Philip Mann
ASSOCIATE CREATIVE DIRECTOR – Christopher Cannon
SENIOR COPYWRITER – David Terrenoire
ART DIRECTOR – Eric Connor
DIGITAL DESIGNER – Ryan Stevens
INTERACTIVE STRATEGIST – Benjamin Curtis
SENIOR BEHAVIORIST – Kelly White
58
PHARMACEUTICAL /
HEALTHCARE
EVP, CLIENT SERVICES – John Grunstein
PROJECT MANAGER – Adam Deuel
CLIENT – Merck & Co., Inc.
MARKETING MANAGER, RESPIRATORY MARKETING TEAM – Jeremy Sowers
ASSOCIATE MARKETING MANAGER – Christine Steiner