The Best Time to Run and Pee?

Gail Chiasson, North American Editor

Astellas Pharma US, Inc. is launching a fun cinema advertising campaign on NCM Media Networks for MYRBETRIQ (mirabegron) – a treatment for overactive bladder, or OAB – marking what is believed to be the first time in the U.S. that a pharmaceutical brand is advertising at the movies.

myrbetriq2In addition to running its new MYRBETRIQ television spot on the big screen, Astellas has also incorporated an offer for a free download of the RunPee app — a movie-viewing app that tells you the best time to ‘run and pee’ without missing the best scenes — into its cinema campaign.

The TV campaign itself features a woman running to the washroom with her bladder, the RunPee App information, and the suggestion about seeking a physician’s advice.

It’s a fun way to feature the campaign’s message in the movie theater environment, as it encourages individuals to stop letting OAB disrupt their activities and to speak with a health care professional about their condition. The campaign encourages those who experience OAB symptoms to enjoy the movies this summer and download the app to determine the best time to use the restroom during movies if needed.

The campaign is running in NCM’s FirstLook pre-show program in select movie theaters across the U.S. from May 30 to July 10, 2014.

myrbetriq1In order to best reach its target audience of women 45+, Astellas and its agencies, [d]theory and Pathway (Omnicom Media Group), worked with NCM Media Networks to select film genres favored by that demographic, including: Action Adventure, Action Comedy, Action Drama, Documentary, Family, Horror, Human Interest Comedy, Human Interest Drama, Romantic Comedy, Romantic Drama, Suspense/Thriller, and Zany Comedy.

Traditionally, cinema advertising is sold by film rating (G, PG, PG-13, R), so this campaign also marks the first time that a brand has bought cinema by film genre.

The MYRBETRIQ campaign will run in NCM’s FirstLook in front of the following films: The Other Woman; Locke; Walk of Shame; Belle; Chef; Neighbors; Mom’s Night Out; Million Dollar Arm; Blended; A Million Ways to Die in the West; The Fault in our Stars; Jersey Boys; Think Like a Man Too; and Tammy.

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