Gilead: Beyond HIV
Agency: Ward6
Advertiser: Gilead
Authors: David Cousins and Stuart Black
Total Campaign Expenditure: Under $500K
Executive Summary
What is extraordinary about the ATRIPLA campaign cannot be defined in the language of the past. Like much of the breakthrough digital work today, the content and technological innovation of the platform was as important as the core idea.
The question facing the client was, having made solid inroads into the HIV market from the launch of their new product, how could they convince doctors who had not changed their prescribing behaviour up until this point,...