Challenge
Testing is the first line of defence against pandemics. As COVID-19 surged the world over, Abbott launched its COVID-19 self-test kit that delivered results in 15 minutes, in the comfort of home.
As it became increasingly evident that COVID-19 was here to stay, it also became clear that it was time to start restoring our everyday life, bit by bit, to look ahead with hope and to begin again with conviction.
Approach
Toaster created a full-fledged launch campaign for Abbott’s Panbio COVID-19 Rapid Antigen Self-Test kit, in India. Aimed to raise awareness about the test’s ease of use and importance of testing, Toaster’s campaign included a film, an extensive social media campaign focused on RTBs, and a targeted digital campaign across platforms - from digital news sites to TV channels.
