Biogen: #BiogenJourney

Biogen, a premium health and wellness brand, took South Africans on an emotional journey of one man's physical transformation from being overweight to a finisher of the Ironman 70.3 Durban triathlon.

Campaign details

Brand: BiogenAdvertiser: RetroactiveCountry: South Africa

Strategy

Objective

Biogen were looking for a way to truly showcase itself as South Africa's no.1 health and wellness brand. In a country recently surveyed as the most unhealthy in the world though, this was going to be a huge challenge. So the idea was to take the challenge head on, or quite literally, showcase it as an actual person and lead it on a journey of transformation with the brand.

Target Audience

Research indicated that there was a perception among a large base of target customers that...

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