More often than not MOA (mode of action) films are the ‘boring science bit’ that no one is interested in. They also tend to all look and sound the same – cold! They are often created separately to the ATL campaign so they look, feel and sound completely different to the core brand. We wanted to change that and create an MOA film that put some context behind the science to show a patient benefit. We wanted to do an MOA film that was entertaining and also pulled the above the line communication look and feel. The piece was not only educational in terms of describing the unique mode of action of Nucala; it was also promotional and gave a clear patient benefit. Using liquid and thinking differently about “the boring” science bit, our intention was to combine high science whilst entertain in an unexpected but relevant medium – liquid.

The film was created for global use with both healthcare professionals and internal audiences at GSK. It was launched at the EACCI congress in Vienna in June 2016 and also showcased at ERS in London in September 2016. The film has been provided to GSK local markets for use in local promotional materials such as iPads, presentations and websites.

The film has been seen by thousands of healthcare professionals given that it was displayed at both EAACI and ERS last year. It has been also been used in promotional materials by local markets as an impactful short sell.