Making a big impression in the Big Apple for Rx delivery

CVS PHARMACY^®

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 campaign that successfully drove awareness and increased adoption among customers in Manhattan.

content strategy
design language system
social + influencer marketing
video + animation
website development

We empowered busy customers to juggle one less thing

Digital art of three prescription bottles in a CVS Pharmacy bag on wheels.

We empowered busy customers to juggle one less thing

Less about the ask

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.

A collage of the TIMES Square digital billboards (add)ventures created.

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

Less about the approach

The concept needed to clearly communicate the simple, single idea of Rx delivery and we chose to use the brand’s iconic prescription bag as the perfect vehicle to help do so. In addition to the bag on wheels, we designed hundreds of unique illustrations depicting New York City from bridges and skyscrapers to food carts and even a King Kong cameo.

Three digitally created drawings of prescription bottles in a CVS Pharmacy bag on wheels.

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

Less about the takeover

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.