Don’t Be A Viking
Keenova Dupuytren’s Contracture Unbranded Campaign
Insight
50% of people living with Dupuytren’s contracture (a.k.a. Viking Hand) still turn to the ancient treatment of surgery, even though modern, nonsurgical options exist.
Idea
Just because you have Viking Hand (also known as Dupuytren’s contracture) doesn’t mean you have to treat it like a viking. There is a modern, nonsurgical way.
Jar :30 TV
Door :30 TV
Buttons :15 Social
Tabletop Test with Ragnar Social
It May Be DC If… Social
Tell Me It’s Viking Hand - All Social
Tell Me It’s Viking Hand - Jar Social
Tell Me It’s Viking Hand - Door Social
Results
Currently on air.
Two weeks after the launch of the first TV spot (Jar :30), a report highlighted the following:
Top decile pharma performer with an Ace Score +76 points above the one-year norm, 98th percentile in Attention, and 97th percentile in Likeability
Vikings cited as the “Best Thing” at 3X the industry norm because of their distinctiveness and memorability
Balancing humor with a concerning condition drove 27% of viewers to consider speaking to a doctor
Also, a sales rep reported that a couple in Texas came to a doctor’s office requesting XIAFLEX—while dressed as vikings.
Credits: Sean Conejos, Lauren Lenart, Kristin Zuccarini, Danielle Cameron, Matt Portman, Kelly Skrodzki, Kyle Kotz, Ethan Balinao, Awa Kane. TV directed by Aaron Ruell. Social directed by Jan Ruttner.