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Ad Stars: Heartbeat Digital (NuvaRing)
FACTS AND FUN
agency: Heartbeat Digital
brand: NuvaRing
client: Organon and Schering-Plough
photo from left: Lee Slovitt, media director • Chris Whaites, associate creative director • Tracy Ann Morrow, group account director
Imagine a pharma Web site that's actually fun, interactive, hip, youthful, and even a little bit sassy. Visit NuvaRing.com—and enter ClubNuva—and that's what you'll find.
This microsite is geared toward new consumers of the hormone-dosing contraceptive ring, who can sign up to receive a daily e-mailed horoscope, create e-cards for friends, and even play with a virtual magnetic-poetry kit. The site is an information destination, but it also ensures users enjoy it along the way.
NuvaRing.com expands on the brand's overall DTC effort, which is managed by CommonHealth's Adient. But Heartbeat Digital kicked up the vibrancy online to appeal to a different segment of customers. "We wanted to bring the concept online in a way that was compelling and interactive to further the brand story," says Tracy Ann Morrow of Heartbeat Digital.
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