AstraZeneca - Nurse
Nurses deserve a personalized narrative
When targeting nurses with TAGRISSO, the language and priorities are different. Therefore, our previous nurse campaign needed an upgrade. Modest new implications to the design and style provided a cleaner and more modern look throughout without dissolving current branding features.
Campaign elements I created and oversaw included: website, sales guide, and banner ads.
Scroll for desktop experience
Development & creation:
The old campaign was chunky, hard to navigate, had too many large blocks of color without purpose, and a lack of personal connection. I reconsidered the user experience from a nurse’s perspective and what content applied to them. The goal was to get them to the need-to-know content quicker, using straightforward buttons, and consistent color guides for easier navigation of the website at large.
Campaign execution:
To create a 360 campaign, multiple tactics were created in conjunction with the website, including a digital and printed nurse guide, and animated and static banner ads. Keeping one set of eyes working on all pieces was key to its success ensuring consistency throughout in content, layout format, story flow and imagery. The largest challenge was minor global changes, when a word changed in one, I had to go through each tactic to make sure it was applicable globally.
Sales Guide
The digital and printed nurse guides were intended for sales reps to use in enticing nurses to view the website for more information. For flexibility while we transition to more digital presentation, we created a digital idetailer to accompany or standard print piece.
Banner Ads
The banner ads reached nurses without the need of a sales rep. Simplicity was key, and by using a simple, and clean animation, blocks of colors swiped left then right to reveal information. The boldness of these blocks have incredibly effective stopping power.
Static ads where placed where animation could not be, and beautifully represented the campaign through its visual aesthetic.
