How we shipped a 15-minute Pa12 drama for Lincoln Pharma in 2 days

Lincoln Pharma was getting ready to launch Pa12, their flagship paracetamol variant. The launch was going to be something different. Instead of the usual brand video, they had written a drama play to be performed live by their own employees, with Pa12 pitted against conventional paracetamol.

Then the live event was no longer feasible. The drama still had to go out, and it had to go out fast. Lincoln came to us 2 days before the planned broadcast and asked if we could turn the whole thing into a video.

There was one catch. AdMitra was built for short-form content, and Lincoln needed something around 15 minutes long. So we added support for long-form continuous video to the platform that week. The whole drama was generated on AdMitra, using our own avatars. We cast it with African characters, because the launch was aimed at African markets, and the story would only land if it looked like the audience it was being shown to.

It landed well. A few weeks later, Lincoln came back to translate the same drama into French, so they could broadcast it across their francophone markets too.