Edelman London

ABOUT

Multiple Myeloma (MM) is a rare but deadly form of blood cancer. For people living with MM, traditionally 60+, time is everything. But that’s the one thing they don’t have.

Weeks are spent awaiting treatment and test results. Days blend into each other, and time slips by, right when it’s becoming more precious than ever.

Janssen wanted to change that.

We knew the company was launching a new treatment formulation that could improve quality of life by drastically shortening the time needed in hospital to receive an infusion (from hours to minutes).
But we also knew pharmaceutical regulations meant we were limited in how we could talk about its benefits – with either patients or with healthcare practitioners.

We needed another way to bring to life the company’s commitment to giving patients back their precious time while positively impacting the experience of both living with MM AND being treated for it.

INSIGHT



Our brains take longer to process new activities than repetitive routines, so doing new things makes it feel as though time is moving more slowly.

IDEA
We created Time Keeper, the first clock that bends time for the user when they feed it with an open mind… 

The free, first-of-its kind health care innovation encourages and enables people to try novel things, from origami to beatboxing.

Users add their preferences and the algorithm throws up options for new and novel experiences for them to try. 
Training films helped them do that.

The clock's dial colour and speed changes based on the activity category and the users' biometric data, such as heart rate and blood pressure, to give them a time representation that is based around their current mood vs. the universal clock time.

A meaningful way for MM patients to steal back their precious time from cancer.
The campaign initially launched during Blood Cancer Awareness Month, teasing the concept via a powerful short film and executive thought leadership content.

The clock itself was then launched as an app in EMEA, for free, in English across 80+ Apple app stores. Our campaign hub went live too, housing all patient assets, including: discussion guides, app store download link, accessible ‘offline’ app version, and general disease information.

Crucially, the launch was supported by a highly targeted earned and paid media strategy designed to specifically reach our key audiences.

For example, audience research showed haematologists have a keen interest in technology, so we partnered with WIRED magazine on a Facebook and Instagram campaign to reach them directly. We also secured an exclusive, unpaid app preview with key EMEA-wide media title, Forbes, compellingly showcasing the clock’s transformative functionality.

The app is now being translated into local languages for roll-out in key markets.

Time Keeper was not designed as a mass awareness campaign and had a highly targeted audience based on people living with blood cancer, their carers, and caregivers, while highlighting Janssen’s commitment to improving lives through innovative treatments and services. Above all, it’s helping change what living with myeloma means for the people who matter most: patients.

Digital launch

2.68M Unique Users with more than 1M video views (+149% vs. target) across Janssen’s Social Channels (not including earned impressions from WIRED or Forbes)

10.5K+ visits (+439% VS. TARGET) to landing page: average dwell time 01:38
715+ stakeholder engagements, including healthcare practitioners, advocacy groups, local Operating Companies and people living with multiple myeloma

81% App completion, 70% of users saying they enjoyed their experience
Exclusive Forbes interview with Janssen EMEA Medical Director, Ed Chan
Paid partnership with WIRED magazine delivering:
5.7+M impressions (1.5 million target)
2,019 Facebook experience participants
360 Instagram interactions

MADEIT CREDITS

  • JanssenClient
  • Alex ShillingfordSenior Producer
  • Ashlea ReeceHead of Ops, Healthcare
  • Emma ZadravetzProject Director
  • Isabelle Prestt ThomsonAccount Manager
  • Jenni MildonDirector
  • Joao Lauro FonteDesigner
  • Juan PosadaArt Director
  • Kate TaggeAssociate Director Strategy
  • Mattias RongeCCO EMEA
  • Myles CameronTechnical Director
  • Sean CullivanCopywriter
  • Stephanie CampbellAssistant Account Executive
  • * Edelman
  • * Martin Jon AdolfssonCreative Director
  • * LUCIE HACKMANExecutive Producer
  • * Anders HallenInnovation Director
  • * Rob BarlowAssociate Client Director
  • * Isabella MontagnaAccount Executive
Annual 2022 ShortlistTime KeeperApplication Project featured: on 22nd June 2022 Contributor:

Edelman has been a Contributor since 1st February 2018.

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Time Keeper

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