Copaxone is a once-daily injection for multiple-sclerosis, a condition that slowly robs you of your strength and ability to control yourself physically. It’s main competitor is once-weekly oral treatments, that patients prefer taking to the injection, but do come with nasty side-effects that the patients really don’t like – for about two days a week, you feel really tired with flu-like symptoms. The advantage of Copaxone is that you can keep hold of your energy and remain active, day after day after day.

In the campaign we chose to show the events of that day in the patient’s life by imprinting a snapshot of that day onto the sole of their shoe, like tread. The headline makes it clear that in addition to that great day, this patient can already look ahead to the next potential adventure, tomorrow.

This international campaign ran all over Europe and included 5 different ad executions, above and below-the-line printed and digital materials, and a conference stand.

The campaign focuses on different patients’ good days by showing that days experience imprinted on the sole of their shoes.

The headline was written carefully to suggest that the patient will also feel well enough to have another good day tomorrow – ‘That was today, where to tomorrow?’ This eludes to the consistency of Copaxone and the idea that the patient will not need to worry about the uncertainty of treatment.

The campaign was showcased at the biggest international MS congress – ECTRIMS.

ECTRIMS delegates voted Copaxone the most interesting booth.

All 25 EU local markets loved the campaign and rolled it out for their local market.

Sales – 16% higher than the same time the previous year [market grows at just 3% pa].

First line prescribing almost doubled (11% Q4 2012 compared to 21% Q4 2013).