The ‘Ask your dermatologist’ campaign showed patients that achieving clear skin was as simple as asking a question.

We tapped into the real meaning of clear skin. After all, when you ask for clear skin you’re really asking for your life back. You’re asking for more time with friends. Closer relationships. More intimacy.

A series of press ads brought the call-to-action into the headline to tell people exactly what they needed to do in a direct but playful way.

The TV ad expanded on the idea, showing the power of a single question.

And, knowing that psoriasis stops people wearing the clothes they want to wear, we created a parody fashion ad for radio.

The campaign worked together to give patients the hope and optimism to reclaim what they’d lost to psoriasis.

We launched the campaign across Europe with a TV and cinema ad, along with press, outdoor and radio. We also launched a campaign website tailored to each market that provided further information and encouraged people with psoriasis to contact their dermatologist. We included a DermFinder tool which helped them to locate a dermatologist in their area and also some helpful tools and tips for conversation during consultation.  The campaign launched in 5 European markets in the summer of 2016 and many countries are now following suit. The campaign took over the entire city of Vienna in October 2016 during the largest dermatology congress of the year, EADV. Further assets are currently in production, which will be delivered across 2017 and 2018 to maintain momentum and build on our current success.

The campaign is now launched in the UK, Switzerland, Sweden, Germany, Austria, Greece, Israel and Italy.

- 12 million people activated

- 700,000 website visitors

- Endorsed by every European psoriasis association

- 130,000 people used our ‘derm finder’ tool

- In Germany, 2,480 people a day used the treatment we were pointing them towards – a conversion rate of 33%

- 44% of derms say patients visited because of campaign

- 80,000 new prescriptions of Novartis’ treatments

- Treatment sales of $1.1 billion

- The most successful launch in the history of Novartis and the entire psoriasis category