Creatividad Bayer: “Test Your Cancer” in Super Bowl Program

Bayer is going to the Super Bowl. Not with some glitzy $5 million TV ad, but instead with a print ad in the official Super Bowl LIII program to launch its new awareness campaign around genomic testing for cancer.

The “Test Your Cancer” campaign soft launch begins with the Super Bowl ad along with focused digital ad buys in an effort to make people aware of genomic testing options for solid tumor cancer patients. The headline of the ad is tailored to the audience, and reads: "Cancer treatment shouldn't be a coin toss." 
Bayer's ad appears on page three of the 292-page program—3.6 million will be printed as well as available online where the booklet is expected to receive 500 million page views—running alongside ads from big consumer brands including Samsung, Mercedes and Pepsi.

“Cancer is relevant probably to everyone sitting at the Super Bowl,” said Cindy North, Bayer's director of direct to consumer marketing for oncology. “Almost everyone somehow has somebody that has been touched by cancer, whether that’s their mother, their next-door neighbor or God forbid their child.” 

Ver también:

Industria Farmacéutica/Super Bowl en PHARMACOSERÍAS