Alexion | colourUp4RARE campaign

Eine Collage aus verschiedenen Social Media Posts der Kampagne mit dem Zebra als Hauptmotiv und Überschriften wie "Heute ist Tag der seltenen Erkrankungen" und "Mach Sie sichtbar!".

The challenge

Game Start

An important message, a complex topic, many significant facts.
There are diseases that are very rare. But people with rare diseases are not: they account for around 400 million people worldwide. For the new edition of the well-known #colourUp4RARE campaign, they should also be given more visibility in 2025, both in everyday life and in media perception. To this end, pharmaceutical companies have joined forces in a joint initiative: #colourUp4RARE culminates every year on the last day of February, the international “Rare Disease Day”. The goal: the campaign should be able to take place on a variety of channels and be wide-reaching, low-threshold and effective. And it should be fun – while providing information about this important topic in a playful way.

Channels online and offline

Website calls (only on the day of the campaign, 12-16 h)

Ein GIF des Online Games auf einem Tablett, bei dem man mit Hilfe der Tastatur ein Zebra über Hindernisse springen lassen kann und nach Milestones nach und nach Fakten über seltene Erkrankungen erfährt.

Approach

Next Level

With an interactive game for more awareness and education.

How do you make a complex topic emotionally accessible and widely shareable? With this, for example: An easy-to-understand, uncomplicated jump-and-run online game with a colorful zebra as the main character – the campaign symbol for rare diseases. Fun, colorful, informative. Users master levels, unlock exciting facts and learn more about rare diseases. Afterwards, there is also the option of entering your name in the high score list. This creates a strong sense of community and players become part of a herd that is visibly growing.

Main quests only:
360° campaign

We developed a well thought-out 360° campaign around the gamification of the content with everything that goes with it – concept, branding, website incl. game, PR texts, technical implementation, social media campaigns, advertising material, event communication and even tracking.

The campaign was played out cross-media via Instagram, LinkedIn, Google Ads, on waiting room TVs in over 7,000 German practices, as well as live events in Munich and Düsseldorf.

Alexion

At the match between Fortuna Düsseldorf and Greuther Fürth, the #colourUp4RARE campaign spot was shown on the video wall in the stadium while the run-in children followed their idols onto the green. Some of these children live with a rare disease.

#emotionalHighlight

Ein Plakat der Kampagne mit der Überschrift "Seltene Erkrankungen – Mehr als du denkst!

Result

Highscore!

#colourUp4RARE: played thousands of times. Reached hundreds of thousands.

Within a very short space of time, a December briefing turned into a campaign for the entire DACH region, which reached its peak on February 28. The response was overwhelming: tens of thousands of interactions, high completion rates in the game, strong reach on all channels.most importantly, the content was not only seen, it was shared, played and passed on. We are proud that we were able to help our customers in such a wonderful way to move the topic of rare diseases a little further into the center of media, political and social attention. Exactly where it belongs.

Selfies with stripes: pedestrians set colourful signs at the live event in Munich