In 2017 Simoni Aria received FDA approval to expand it’s RA indication to include indications for RA, AS and PsA.
The timing couldn’t have been more appropriate because campaign fatigue had set in from their previous branding and there needed to be revised messaging that connected the worlds of the three patient populations.
I was fortunate enough to work with level-headed clients who trusted our team to deliver on the promise that months of market segmentation, market research and strategic discussions had led to.
With that we began an extensive connecting process that included engaging the client in the ideation process leading to much stronger creative.
In the end, we netted out with 4 concepts that did very well in Market Research giving us the flexibility to go with an even stronger iteration of what was tested.
The caveat to this is we had a limited time to execute on our creative vision and had en even more limited time to adapt the campaign across over 50 tactics covering both the HCP and Patient audiences.
This project tested my creativity, leadership ability and collaborative skills. What you see here are the fruits of our labour and hopefully the beginning of a successful journey for the brand.