Contrave: Break the Crave
Time to Break the Crave.
Problem: 2 in 3 Australian adults are classified as obese. And it’s having severe consequences on our health as a nation, shouldering 8.4% of the total burden of disease, second only to tobacco. The leading cause of obesity is a sedentary lifestyle coupled with snacking on discretionary foods. With so many Australians working stressful deskbound jobs, unrestrained access to ultra-processed snacks, and an economy that optimises for convenience; the system is rigged against us, leading to a rise in emotional eating and lower friction to satisfy cravings.
Solution: iNova’s product, Contrave, is indicated in Australia for those afflicted with the cravings associated with hedonic eating patterns such as emotional, stress or binge eating.
This provided a strategic bedrock to create a campaign to shift the blame for weight loss failures from an individual's willpower to cravings and the societal constructs which make them an unavoidable prison.
Built on insight, we developed a proposition, ‘control the cravings, control the weight loss’, which resulted in a creative platform, ‘Break the Crave’.
Executions: A disease awareness platform called ‘Break the Crave’ with a purpose built website with funnels to an online doctor consultation and fulfilment via RoseRX, a customer experience healthtech platform connecting customers at every touchpoint along their digital journey.
Results: 27% increase in revenue within the campaigns first year.
Awards: PRIME – Data and insight driven marketing (winner)