Heartbeat Ideas' and Auxilium Pharmaceuticals' ad campaign for Auxilium's Low Testosterone Therapy has been recognized as one of the top consumer advertisements of the year by Pharmaceutical Executive's Ad Stars and the DTC Perspectives National Ad Awards.
Heartbeat produced broadcast quality commercials to be featured in rich media ads that helped dispel common misunderstandings of low testosterone symptoms and increase awareness of the condition and its treatment, while keeping a sense of humor about the potentially sensitive medical issue. The unbranded ads were accompanied by the www.lowtfacts.com website and directed users to additional information on symptoms and treatment.
Eric Karas, Product Director at Auxilium Pharmaceuticals, shared his thoughts on how the award-winning campaign was created, "During the development process, Heartbeat collaborated closely with the Brand team; collectively we leveraged the team's creativity and experience in the low testosterone marketplace to achieve the campaign goals and delivered an outstanding commercial."
Pharmaceutical Executive's Ad Stars highlights the best of pharmaceutical advertising over the past year. This is the third time that Heartbeat has been selected for inclusion in Ad Stars. They were previously selected in 2008 for their work on UCB's Cimzia and in 2006 for work with Merck's NuvaRing.
The Low Testosterone Therapy campaign was also awarded silver in the Best Digital Media Campaign category by the DTC Perspectives National Ad Awards. The DTC awards showcase the best in pharmaceutical marketing and advertising across nine categories.
"We're incredibly proud of the campaign and are delighted to be recognized by our peers," Wendy Hook, Heartbeat Ideas Group Account Director said of the accolades. "I really view it as an award for the strong partnership between Auxilium and Heartbeat rather than the ad itself, because without that great ideas can't be born."