COPD says to go one way. But patients taking ANORO say "I'll go my own way". At HAVAS Tonic, we used the fun Fleetwood Mac song to drive that point home.
We overhauled the website, redesigning from the ground up with a new layout, color scheme, educational information about COPD, tips and a focus on real patient stories that drive the user experience. Click through the thumbnails to see the main screens or go to the live site here.
We interviewed ANORO patients and told their real stories, from their perspectives. Their testimonials go in-depth on subjects like when they knew something was wrong with their breathing, what they felt when they were diagnosed with COPD, their experiences with ANORO and how life has changed since taking ANORO. We interspersed short clips throughout the site that lead here, to the patient stories page where their full, long form stories, can be seen. Check out the videos here.
This is a “Talking to Your Doctor” animation from the website.
We did several Youtube bumper ads to get quick attention and brand exposure before a video plays.