A Symbol of fragility...
Everyone fears that ultimate visual of old age and infirmity: seeing yourself, planted in a recliner, watching the world move around you.
For osteoporosis patients, this isn’t a far-off hypothetical.
Fractures, or fear of fractures, could leave them chair-bound.
Unless they do something to change the game.
...ABANDONED
Enter TYMLOS. By rebuilding bone with TYMLOS, osteoporosis patients will be back to their active lifestyles.
But what happens to the poor recliner?
We set out to create a campaign that would strongly resonate with our OP patients, helping them feel seen and motivating them to discuss TYMLOS with their doctor, so that they can continue living their active lives and not let OP keep them down.
This online video and campaign reveals the story of that lonely recliner, stuck in the house as his humans reject their supposed fate and break free from the fear of osteoporosis. They live their best lives, and the recliner sits alone, dreaming of a future that just won’t come.
When coming up with the creative, we focused on this insight of fear – fear of being stuck in the chair and sedentary due to OP. We also wanted to ensure this campaign was different than other advertisements on the market. Told from the recliner’s voice and point of view, with a quirky and humorous touch, the story of this recliner struck a chord with our patients and was a clear winner from market research.
The CTV/OTT channel was the perfect opportunity for the brand to be able to reach our specific audience, in their home, where a recliner might just live as well. We had a finite media budget (especially compared to our competitors in the market) so we had to be strategic for how we brought this to life.
The Lonely Recliner campaign outperformed expectations – the OLV/CTV spot delivered a $65M gross revenue from those exposed to the media in the first 10 months of the campaign (driven by Crossix reporting), a 61% increase in gross brand conversions YoY (data reported 3/1/25-1/4/26.)
