WINNER!

THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2024 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT

To: Lemieux Bedard + Pfizer Canada

For: RSV is No Gift

Award: Best Health Care Mobile Website

Click here to see entry creative

About the Entry

As we geared up for the launch of the ABRYSVO vaccine in Canada, we needed Canadians to understand why they needed a vaccine for RSV (respiratory syncytial virus) in the first place. We also needed to educate them in a way that was memorable without driving them to be vaccinated by our competition, whose RSV vaccine was approved just a couple months before our client’s.

All our tactics drove to our educational website, which was designed to engage our audience and make learning about RSV (a disease they may never have heard of) feel both accessible and urgent.

We used video, iconography, and photography to make our content visual and easy to digest. We also ensured each page told a logical and progressive story, with each section building on the one that came before it. Rather than create multiple short pages, we let the content unfold across just three long pages, encouraging users to keep scrolling and learning, rather than interrupting them by demanding clicks.

Our approach paid off. The average session duration for RSVisNoGift.ca was 6:20 (minutes:seconds) on desktop and 6:02 on mobile (vs. an industry benchmark of 1:30). On the French version of the website wet saw nearly identical results, with an average session duration of 5:57.
The consistency of these results across devices and languages just goes to show that if you give consumers the right information presented in a compelling and elegant way, they will certaintly spend their time reading it.

 

Award Credits

Contributors:

Creative Director:	Catherine Lamarre
Associate Creative and Strategy Director:	Angela Hickman
Art Director:	Mariane Gaudreau
Digital Art Director:	Audrey Cardinal
Senior Account Director:	Gabrielle St-Pierre
Account Supervisor:	Sarah Loubier
Senior Account Coordinator:	Justine Venne
Digital Project manager:	Kim Madigan
Digital Marketing Specialist:	Johan Le Mault