The campaign achieved 105% of the booked impressions with 6 million unique impressions being delivered.
Anadin Liquifast digital campaign gains 6 million impressions
24 September 2009
Cimex was commissioned by pharmaceutical firm Wyeth to develop a digital campaign for Anadin Liquifast.
Before any work began, Cimex was briefed by Wyeth on the product’s target audience, key messages, Wyeth’s aims and expectations for the campaign approach.
Once these had been defined, Cimex met with Wyeth again to brainstorm ideas, gather brand requirements and review the existing TV advertising campaign, so that all online activity would follow the same approach.
Cimex developed banner ad ideas to fit in with existing campaigns, ensuring that these concepts that would fit within the pre-determined dimensions of the online ads.
As these banners incorporated Flash elements, three example ad executions were fully storyboarded, illustrating the animation journey of the Flash asset.
These executions, which incorporated the Anadin Liquifast brand values and colour palette were then presented to Wyeth. The straplines and copy were defined by Cimex in conjunction with Wyeth’s content guardians to ensure that the messaging met the company’s editorial and legal requirements.
Once a final concept and execution was selected, it was built in Flash. Cimex developers ensured that, despite the size limitations for the Flash assets, the final file was of the highest quality and loaded quickly in a user’s browser window.
Three different versions of the online ad were delivered; each one with different dimensions, so each of the assets could be placed in different advertising spaces across the web.
Results wise, the client is very pleased after the campaign achieved 105% of the booked impressions with 6 million unique impressions being delivered.