Name of product/campaign: Rozerem
Name of company/client owning product/campaign: Takeda Pharmaceuticals
Year launched: 2006
Type of media: website
Agency producing product/campaign: Abelson Taylor
Scott Hansen – Creative Director
Noah Lowenthal – Associate Creative Director
Marissa Ori – Copywriter
Vanessa Donley – Art Director
Ben Murphy – Developer
Cindy Stone – Account Director
Jeanine Koch – Account Supervisor
Goals of product/campaign: Beat Goliath…Ambien dominated the insomnia market like few products ever have. Our goal was to introduce a new way of thinking about sleep, and to introduce Rozerem as a new option for the treatment of insomnia. In order to take down Goliath, Rozerem needed to spend BIG. $200 million in broadcast media spend big.
With millions of eyeballs being driven to the website we had to ensure that we provided a seamless, immersive brand experience with absolutely no tradeoffs.
And we had to invent the technology to do it!
Description of product/campaign: Rozerem.com gives patients and consumers easy access to detailed information about Rozerem and educates them on how sleep works and the topic of insomnia, while including entertaining, yet educational aspects to the website to encourage the user to return to the site and learn more.
What made this a special product/campaign: So…we created a video-based site for the launch of the brand.
The problem was that at the time, streaming video was about as easy as pushing an elephant through a garden hose. ‘Choppy’ and ‘spooling’ were two adjectives that summed up the experience for almost everyone watching video on the web.
In order to combat that, we created technology that broke the video packets into smaller, easier to deliver bits. This allowed us to simultaneously load 49 separate videos on the home page in order to seamlessly introduce the Rozerem “Your Dreams Miss You” campaign to the World Wide Web.
This proprietary technology allowed us to extend the conversation between Abe Lincoln, the Beaver, and Doug the insomniac, in an utterly charming interface that was the first of its kind.
And we struck a nerve. In the first 6 months Rozerem.com received over 2 million visits. Many of whom ended up playing chess with the beaver…
Awards and honors the product/campaign received:
wwwHealth Awards: Silver
World Wide Web Health Awards: Silver
DTC Nationals Most Innovative Campaign: Bronze