The Un-Ironic Iron
People with iron deficiency need oral iron. It’s supposed to make them feel better, but its side effects make them feel worse. So much worse that up to 3 in 5 people stop taking it altogether.
ACCRUFeR is both effective and tolerable. We needed to get patients to stop compromising and demand an option that actually does what it’s supposed to do.
Irony became the basis of our campaign. We couldn’t shake how ironic it was for a medication to do more harm than good. And how un-ironic that makes ACCRUFeR. We showed up in the real world to show consumers that life is filled with enough irony as it is. We used bold arrows to point out irony all over the streets of New York City. And actually got people to stop and notice. No small feat for New Yorkers.
People loved seeing the irony. They stopped, laughed, took pictures, and pointed it out to their friends. In a single day, we increased traffic to our website by over 340%.
Agency: 21 Grams NYC