"Since our first flight, the airline has stood for service, innovation and value, characteristics that were displayed by the entire McKinney and MEC Interaction team."

 

 

Chris Rossi - Senior Vice President, Virgin Atlantic North America

"MEC's creative thinking spans everything from sophisticated digital solutions down to an idea as simple as getting thousands of people to brush their teeth at the same time."

Advertising Age

"You've really helped us break into this market in such a big way so we love you. Huge love to you guys. Muah. Thank you so much."

Lisa and Jess, The Veronicas


Bayer (Yaz)

Beiersdorf (Nivea Soft)
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A demonstration of

  • > Active Engagement
  • > Digital/Online
  • > Earned
  • > Entertainment / Content
  • > Owned
  • > Research / ROI

Activating girl power




We engaged with young women about confidential health choices through music and online content.


The challenge

Pharmaceutical giant Bayer asked us to prime the market in advance of the launch of Yaz, the first and only low-dosage oral contraceptive approved by the US Food and Drug Administration for treating Pre-Menstrual Disphoric Disorder (PMDD), a severe form of pre-menstrual syndrome affecting a small proportion of young women.

The idea was to create a communication program that would stimulate interest in this little-known condition. To make the task more testing, we were bound by FDA guidelines which prevented us from using the common term ‘PMS' to describe the condition

Our insight

We needed to create a media context in which the target audience could discuss PMDD and learn more about its treatment. Female empowerment would be a crucial component for the Yaz launch campaign. Within this context, we wanted to appeal to the empowered motivated woman who might take Yaz and would want to learn how to address the issue of PMDD and continue to live life to the full

Our solution

We created an unbranded education campaign to drive engagement with young women. We enlisted the band The Veronicas (21 year-old Australian twin sisters with a growing college following) to record their own version of the classic hit We're Not Gonna Take It as the theme tune for the initiative.

Simultaneously, we set up an unbranded microsite - www.wngti.com (for We're Not Gonna Take It) -to house content about The Veronicas and the song. Visitors could download a free copy of the song, view behind-the-scenes Veronicas footage, and submit their own video version of the song for a chance to win concert tickets and a day with The Veronicas. Whenever visitors interacted with the site, they were prompted to visit another site - www.understandpmdd.com - where consumers could learn more about PMDD with FDA-approved medical and diagnostic information. This traffic was particularly valuable as consumers were already receptive to the PMDD message.

The results

  • 70% of unique visitors went on to visit understandpmdd.com
  • Song streamed 350,000+ times
  • 42,000 visitors to wngti.com in three months

 

 

 
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