At the center of the campaign, the team around creative director Gunther Brodhecker placed a new KeyVisual that already visually puts the product's USP, the buttonless auto-injection, in focus: the raised thumb, symbolizing that it can pause because it does not have to press a trigger button to activate the application.
This is a clear advantage for patients in rheumatology and a clear plus compared to conventional MTX pens and in second- and third-line therapy. This advantage needed to be highlighted and communicated to rheumatologists. The campaign "Thumbs up for buttonless" was an outstanding success.
In the first step, the campaign will be rolled out to the specialist target group via various sales force materials. Further materials are planned for 2023.