Uncontrolled serum uric acid levels can lead to formation of tiny, sharp crystals which can cause irreversible damage throughout the body. Sharp objects cruising in the bloodstream ready to attack organs, bones and living tissue? It's as if gout sufferers had tiny sharks living inside them. That's the idea we brought to life in this visually striking campaign.

To bring this campaign to life, we selected different patient types and focused on area's of the body where crystal deposition had been found. A combination of still photography and film to being to life the danger below the surface. We leveraged banner ads that teased to the danger below and drove to our website, created a series of journal ads that encouraged HCPs to look below the surface, and designed an education website to provide useful tools and information about gout and the dangers below.

Over the span of a year we provided refreshed content with imagery to stimulate interest in learning more and provided strong statements that challenged current perception of gout. Resources were provided from congress use and other emerging science papers to be a credible resource for gout information.

The objective of the campaign was to get doctors to engage with the content, primarily at www.therealgout.com. In just 9 months after launch, the campaign far exceeded goals:

Online advertising: 8.5 million impressions

Banner click though rate: +257% vs goal

Email open rate: +191% of goal

126K site visits: 164% of goal

Video View rate: +63% vs goal

Average time spent on site: 4:37 (November timeframe)