Challenge

ViiV Healthcare is a global specialist HIV company dedicated to delivering advances in treatment and care for people living with HIV. RY was appointed to create a campaign that would deliver the highest share of voice and drive face-to-face conversations throughout AIDS 2018 in Amsterdam.

 

Approach

Our strategy was to get the HIV community to see ViiV as a positive part of their community, sharing the same passion and dedication.We played on the stigma that HIV/AIDS is a life sentence and brought this to life through striking photography with provocative messaging, as well as a death-warrant-style letter to HIV/AIDS. The campaign launched in Amsterdam across out-of-home applications, such as digital screens, tram and bus stops, and throughout the event itself.

 

Results

The campaign was a success and made both a reputational and communications impact. Some of our achievements included:

- Campaign content was shared organically with conference attendees, helping to deliver over 850,000 organic impressions of the campaign creative on Instagram, Twitter and Facebook (estimated to significantly outperform other pharmaceutical companies at 100,000 – 250,000 impressions max and win the highest online SoV over the period)

- Outperformed gross rating point expectations by over 19%. Significantly higher face-to-face conversations compared to previous years.

 

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