The Work
Celebration
The Situation
Obstructive hypertrophic cardiomyopathy (HCM) is a rare heart condition. Until recently, there was no effective way to treat the disease other than to manage symptoms.
At long last, a new treatment was created to address the underlying cause of obstructive HCM. Doctors and their patients had been waiting far too long for this news, they were tired of being overlooked, and they wanted real advancement in the treatment of the disease.
Knowing the launch of CAMZYOS would be met with great fanfare, we set out to create a launch campaign that would reflect the enthusiasm and yearning in the marketplace.
The Solution
With our core strategic imperative in mind, we launched the "Celebration!" campaign, a multichannel effort to show cardiologists that CAMZYOS was here to reshape the heart—and the marketplace—and finally deliver a treatment with long-term impact for patients.
We created a sophisticated, dynamic heart, shimmering with light, energy and excitement—this was not your grandfather’s medical illustration. Dazzling, bold, and impossible to ignore, the holographic display showcases the triumph of CAMZYOS and how it affects the heart—a true first in the treatment of obstructive HCM.
To announce this achievement, we placed the heart at center stage: the highlight of an opening ceremony, a star of rock concert, and the guest of honor at an award show.
The Success
The “Celebration!” campaign launched on 5 continents in over 40 markets to rousing success. The big unveiling took place at the 2023 ESC Congress in Amsterdam, where it was viewed by thousands of cardiologists. It also scored a high percentage of impressions with doctors who engaged with representatives to learn more about CAMZYOS.
The centerpiece of the trade show experience was a three-dimensional illuminated installation of our campaign heart. It was the talk of the convention and a can't-miss stop on the trade show floor. The installation artfully complemented the brand’s other key launch tactics, including an interactive MOA tool that allowed cardiologists to explore the science behind CAMZYOS and experience how it affects the heart at both the muscular and cellular levels.
Post launch, increasing patient initiation is fueling sales growth and BMS Is preparing to launch in dozens of additional markets in 2024.
