Cue Health is the FDA authorized molecular COVID-19 at-home test that provided the testing for the 2002 “NBA Bubble Season” that went 100% COVID free. Cue has partnerships with The Mayo Clinic, Air Canada, The Department of Homeland Security and Google. And until 2021, it had not been marketed to consumers.
The Doner Partners Network, the micro-network we lead, created the right integrated solution for Cue. Doner led brand strategy, creative and production. KWT Global led PR and our Stagwell sister agency, MMI, led media.
We used the brand’s high-profile partners to gain credibility in the marketplace. Google, Air Canada and the NBA remained central to our narrative, with NBA All-Star Karl-Anthony Towns, who lost eight relatives to COVID, launching fall 2021 TV. We supported that work with digital that targeted travelers. And on the biggest stage of 2022, we created a Super Bowl spot featuring the voice of Gal Gadot that made Cue the second most searched brand of the night and earned a Four Star rating from AdAge.