Advate is used for treatment of patients with Hemophila A. The client wanted to reach a younger audience with a fresh look - See how we won the pitch for Advate Digital AOR with this creative.

THE CHALLENGE:
Rebrand Advate to "look cool" to a younger male audience, and also integrate a community aspect into the site.

THE SOLUTION:
A new concept for the brand was presented: Advate for Life. The meaning behind this was two-fold: as a hemophilia patient, you will be on medication for life. It's simply the reality of the condition. On a deeper level, Advate allows you to live a better, more complete life by dramatically reducing the number of bleeds you experience.

The look that was created leveraged much more active photography of the target audience, and a much more refined use of brand color within the photos. Promotion of a new app was given high visibility on the proposed homepage. To support community, the idea of allowing users to connect and track their progress with peers via a dashboard and community groups was introduced (many patients enjoy low impact exercise such as cycling or swimming to get exercise). The Go The Distance Games was proposed as a yearly event to bring patients, caregivers and supporters together to celebrate the community and let patients compete in the events that they had been tracking online.

The clients were thrilled with this mix of active lifestyle, community building, and live event celebration.