Astoria Bank - "It's Just What We Do"

IPNY, Inc.

IPNY, Inc. New York, United States

1210

Brand: Astoria Bank
Country: United States

Advertiser: Astoria Bank

Title	It's Just What We Do
Agency	IPNY, Inc.
Campaign	The Difference is Wanting to make a Difference
Advertiser	Astoria Bank
Brand	Astoria Bank
Want to see all the credits ? this content is for subscribers only Subscribe and get unlimited access. Be inspired by the best creative work from around the world. Subscribe Already a Subscriber ? Log In
Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Result	Subscribers Only
Media Type	Print

About IPNY, Inc.

IPNY (formerly Interplanetary) is a brand positioning and messaging firm that grows your business measurably and creatively.
We do the hard stuff: business planning, brand positioning, communications planning, and launches in complex categories such as financial services, healthcare, and nonprofit. We drive bottom-line, quantifiable results.
We create unifying and engaging brand communications and experiences based on rigorous strategic thinking, research and testing. Then we engage our channel and production experts to execute and bring those ideas to life. Once launched, we expect to be held accountable for the results, so we collect and analyze data at every possible step, enabling us to optimize programs and demonstrate proof of ROI to your C-level executives and board.
We started the firm based on a desire to help clients grow their brands more effectively in today’s rapidly changing media environment. We believe that for programs to be effective in today’s market they must be designed to blur the lines across the continuum of media options. Our partners have spent decades mastering the major forms of communications — classic brand advertising, results-oriented direct marketing, engaging digital and social media, and fully integrated multimedia campaigns — and we’ve evolved an approach that melds these unique disciplines into what smart advertising should be: persuasion leading to conversion, regardless of the media channel.

Latest News

IPNY is proud to announce winning a Distinction eHealthcare Leadership Award for their Regeneron campaign, Mono WHAT? (Taking Aim Against COVID) in the category, Best COVID-19 Pandemic Related Communications. This was the only award given in the Pharma or Medical Equipment Manufacturer category. The eHealthcare Leadership Awards recognize outstanding digital creative work in the healthcare industry.

The campaign was an effort to help curtail the devastating effects of the ongoing COVID-19 pandemic, Regeneron, manufacturer of a Monoclonal Antibody treatment, launched an unbranded campaign to help build broader awareness of Monoclonal Antibodies (mAbs) as a potentially lifesaving therapy among at-risk patients (i.e., those with specific underlying health issues that could compound a COVID diagnosis) and their friends/families. The campaign is focused on educating newly diagnosed at-risk patients to seek treatment immediately. Importantly, this was an unbranded initiative that did not mention Regeneron or its product by name.

There was a call to action on all the work that led to the Regeneron landing page, seektreatmentnow.com, which was taken down. The site linked to a government sponsored website that had a host of educational information about COVID-19.

The media buy skewed toward both an urban and ethnically diverse population since the incidence of COVID was highest in cities and among ethnic minorities. In addition to television, the campaign leveraged social/digital marketing and Spanish language radio.

The campaign proved to be an immediate success. After just 10 weeks, awareness of monoclonal antibody treatment jumped 10% nationally and the percentage of those who claimed they became aware of monoclonal antibody treatment through television advertising more than tripled. Among the key Hispanic target, awareness of monoclonal antibody treatment jumped by 70%.

The eHealthcare Leadership Awards are a leading award program that exclusively acknowledges the very best websites and digital communications of healthcare organizations (both large and small), online health companies, pharmaceutical/medical equipment firms, agencies/suppliers, and business improvement initiatives. These awards highlight the role of digital communications in achieving healthcare organizations’ business objectives.