This campaign truly illustrates the collaborative nature of our work, combining our expertise in insight, strategy and creative to develop a successful launch. To solve the client's challenges we:
- Carried out significant research across all of the EMEA countries, which proved crucial for understanding the key stakeholders and what had been learned so far
- Developed three learning journeys to map stakeholder's beliefs, perceptions and behaviours around new treatments
- Provided clear simplified segmentation and an engagement plan
- Created a set of distinct creative and resonating key messages, which were tailored to stakeholder's context and needs, while working across all channels in the EMEA region
- Designed a new visual motif to enhance the brand and create visual consistency throughout the entire multichannel campaign.
At the time of launch, 95% of the haematologist target audience were aware of the mode of action and associated it with the client and 65% of the entire target audience were aware of the product.
We are delighted with the success of the pre-launch campaign, which has been uniformly adopted by markets.
PRODUCT MANAGER EMEA