A bold brand moment in the heart of Manhattan

Making a big impression in the Big Apple for Rx delivery

Content strategy
Design language system
Social & influencer marketing
Video & animation
Website development

Bright cityscape at night in Times Square with a large red digital billboard advertising CVS pharmacy's free same-day prescription delivery in Manhattan, featuring a cartoon pill bottle on wheels. Crowds of people walk below the billboard near storefronts including Invicta and UNIQLO.

Launching a bold campaign in the city that never sleeps

Even before a global pandemic mandated that people stay home, CVS Pharmacy had launched its same-day prescription delivery service. The problem? It was relatively unknown and underused. Starting in New York City, we launched a digital strategy campaign that successfully drove awareness and increased adoption among customers in Manhattan.

We empowered busy customers to juggle one less thing

SEe why delivery clicked

People are busy. It’s true all over the world, but nowhere is it truer than in the city that never sleeps—which made it the perfect place for CVS to launch its same-day prescription delivery. This required a campaign that could keep up, so CVS looked to us to spread the word to some of its busiest customers, empowering them to get their Rx delivered so they could do more with their day.

People entering a subway station through turnstiles under a sign showing lines A, C, B, D, and 1 with an entry label above.

By creating identifiable imagery with a
series of unique visual elements, we made
the campaign recognizable

Dig into the design

Red monochrome city skyline with various buildings, trees, people walking, bicyclists, a helicopter, cars, a bridge, and street vendors.

The program was so successful, the consistent messaging and design was quickly expanded to cities nationwide

Read strategy behind the story

Quippy content encouraged people to give their MetroCard® a break and offered up playful reasons why they shouldn’t venture out into the city when they could get free, fast delivery right to their door. And quickly, the campaign grew into a citywide takeover, meeting people on the move in Times Square, Madison Square Garden, Columbus Circle, Grand Central and Penn Station. The integrated social + influencer marketing strategy helped amplify visibility beyond the subway.

Red-toned illustration of iconic U.S. city landmarks with white location markers containing hearts pointing to Boston, Philadelphia, Washington D.C., San Francisco, and Miami.