Best Health Care Rich Media Online Campaign

Bayer HealthCare Diabetes Care was launching a new blood glucose meter into the Canadian marketplace in March 2010 called the CONTOUR USB. This meter provides a unique diabetes monitoring experience and differs from existing meters in the market with several distinct features.

The demographic for this meter, and subsequently our media plan, was as follows:

•Type 1 (with a spill-over into Type 2s on insulin)
•Insulin Users
•Age 18-50
•High-frequency testers (test >3 times a day)
•Tech-savvy
•People who are proactively managing their Diabetes

The goal of the campaign was brand awareness and a CTR of higher than 0.02%.

As this meter has many unique features and functionality that were new to the diabetes marketplace, a rich media campaign that allowed for multiple frames for messaging was the best approach.

Brightworks created 4 campaigns that each showcased a different component to the CONTOUR USB meter.

Campaign 1 - "Let there be light": This campaign focused on the 'illuminated test strip' feature. This was the first meter that had a test strip port that lit up to allow for testing in poor lighting

Campaign 2 - "Glucofacts": This talking ad unit showcased the GLUCOFACTS DELUXE software that was built into the meter using a leaderboard and bog box.

Campaign 3 - "Hero shot": This campaign focused on the many unique features of this meter. The banners showcased the meter and scrolled through six features that differentiated this product from existing meters in market.

Campaign 4 - "Marc Saltzman Video Banner": Marc Saltzman is a Canadian Technology Expert who was hired by Bayer as a PR spokesperson. Brightworks leveraged that relationship and created a video banner ad unit.

The campaign ran on 6 networks Canada-wide from April - December 2010 with 84.8 million impressions and over 53,000 clicks.

Contributors:

Associate Contour Brand Manager, Bayer :	Melanie Ferguson
Contour Brand Manager, Bayer:	Remus Negut
Former Contour Brand Manager, Bayer:	Devin Macoritti
Group Market Manager, Consumer, Bayer:	Theo Tsakopoulos
Managing Director, Brightworks:	Neil Follett
Account Manager, Brightworks:	Julie Sheldon
Graphic Designer, Brightworks:	Chrissy Crawley

BRIGHTWORKS INTERACTIVE MARKETING

Location: CA