IPD Fund/Wyeth (Pfizer): One Minute Campaign

The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from any country or industry sector, was judged by an international panel of senior marketers and agency chiefs, using the following weighting: strategy (20% of marks), integration (25%), results (30%), innovation (25%).

For more information on this annual prize, visit www.warc.com/prize.

Campaign Details

Advertiser: IPD Fund/Wyeth (Pfizer)
Agency: McCann Healthcare
Brand: Prevenar
Campaign duration: October 2008 to December 2009
Campaign objective: Increase sales, volume
Campaign objective: Brand launch
Campaign objective: Increase awareness
Country: China
Media budget (USD): $1-5 million
Media used: Events, Internet microsites, Internet search, Magazines (consumers), Magazines (trade), Out of home (all forms), Public relations, Television (broadcast), Television (local)

Executive Summary