BONIVA Campaign

“I would prefer to remember Sally Field as the Flying Nun than a hawker for BONIVA.” This represents the general sentiments of the many bloggers that make up the first several pages of results on Google for the term “Sally Field BONIVA”. In Dot Boom, we share how Rouche and GlaxoSmithKline do an admirable job of positioning the boomer icon with their osteoporosis brand. That said, we do feel that this campaign scores low on our MOE Scorecard in the areas of Thought Trust, Creative Authority and Creative Commitment — all brand-related criteria. Additionally, we think there is a big missed opportunity to act on a Feedback Loop — an essential element in deploying a boomer campaign. Watch the short documentary-style video on Sally’s quest for bone health then check out our interactive MOE Scorecard for more on how we define meaningful engagement.