Digital Pharma: Bayer expands InBed ED campaign
pharmafile | April 30, 2010 | News story | Medical Communications | Bayer Schering Pharma, digital pharma, disease awareness campaigns, erectile dysfunction
Bayer Schering Pharma has launched a Spanish version of its InBed erectile dysfunction disease awareness campaign.
Under the tagline ‘en la cama como nunca’, which roughly translates as ‘in bed as ever’, the site is aimed at patients and the general public and contains information about ED and its treatment.
Enlacamacomonunca.com is the first of several local versions Bayer plans to roll-out, following the launch of its global campaign in October last year.
Bayer markets ED treatment Levitra and the campaign takes a wryly-humourous approach to the embarrassing condition, encouraging patients to talk to their partners and their doctor about any problems they may have.
Its centre-piece is a series of eight short animated films, which offer a wry look at “one man’s journey from droop to Don Juan”.
The videos were produced by UK digital communications agency Profero and Aardman Digital, a division of the Oscar-winning animation studio behind Wallace and Gromit, and promoted via social media channels such as YouTube and Twitter.
Earlier this month Profero and Bayer Schering Pharma won big at the Revolution digital marketing awards for the campaign, picking up the Grand Prix award, which recognises the best digital work across all disciplines.
Dominic Tyer is web editor for Pharmafocus and InPharm.com and the author of the Digital Pharma blog He can be contacted via email, Twitter or LinkedIn.
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