With the continued success of IDELVION as the #1 prophylactic treatment for hemophilia B, CSL Behring wanted to push the brand further by making a deeper connection with patients. That meant pumping new life into an established campaign, connecting with a younger audience, and showing how clinical advantages can translate into real-life benefits.
A refreshed “Hero Within” campaign conveying relatable rewards of powerful bleed protection. Building off the forced-perspective visual fun of the original campaign, new imagery shows young adults with hemophilia B out on adventures with friends. A fresh look and feel with new animations capture high-energy moments in a new light, while conversational and aspirational messaging and authentic patient videos encourage viewers to seize the day.
The updated IDELVION site served as both the campaign’s informational hub and an interactive outlet for individuals living with hemophilia B to revitalize their personal sense of “Confidence Within.” Throughout the site, patients have access to various interactive resources, including a downloadable doctor discussion guide, testimonial videos that lend a personal touch to key brand benefits, and opportunities to connect with the brand and the wider hemophilia B community through the CRM and IDELVION Advocate Program.
This Facebook and Instagram series features new and established imagery with dynamic animation to breathe new life into the “Hero Within” campaign. Updated messaging and real patient quotes highlight real-world benefits while providing aspirational and actionable prompts to the user.
As part of an overall refresh of the IDELVION ‘Hero Within” campaign, a more youthful and energetic patient brochure was needed. A fresh look-and-feel combined with streamlined content places the focus squarely on the campaign imagery and real-world benefits of IDELVION and keeps the brochure approachable and digestible.
