Novo Nordisk DM JUST TWIST by KLAUSEN + PARTNERS A/S

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JUST TWIST

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Denmark
Agency KLAUSEN + PARTNERS A/S
Art Director Mads Tønder
Released March 2010

Credits & Description

Category: Product Launches
Advertiser: NOVO NORDISK
Product/Service: NEEDLE DEVICE
Agency: KLAUSEN + PARTNERS A/S
Date of First Appearance: Mar 22 2010
Entrant Company: KLAUSEN + PARTNERS A/S, Copenhagen, DENMARK
Art Director: Mads Tønder (Klausen + Partners)
Copy: David Sansome (Klausen + Partners)
Client director: Brian Carlson (Klausen + Partners)
Global Product Manager: Søren Smed Østergaard (Novo Nordisk)
Media placement: Direct Mails - Direct - 22/3 2010
Media placement: E-Mails And Websites - Direct And Web - 17/5 2010

Describe the brief/objective of the direct campaign.
CHALLENGE:
To make Novo Nordisk affiliates aware of AND launch a new needle (NovoTwist®) for their insulin devices.

TARGET AUDIENCE:
The target audience consists of 250 managers in Novo Nordisk’s 60 sales subsidiaries who take the decision to launch a new product in their market.

STRATEGY:
ENGAGE: Create awareness and interest to make sure of buy-in from affiliates
ENABLE: Deliver knowledge and tools – to create confidence and progress
ENSURE: Persevere and ensure cohesion – to ensure affiliates involvement.

We introduced a new, structured involvement process for affiliates that could embrace the different communication stages of a new product launch.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
“Just Twist”
Creative concept is “Just Twist” and expresses the unique simplicity of the product.
Simplicity is appropriate as the product offers unique ease of attachment and detachment in comparison with other needles. The visual universe also underlines simplicity.

Campaign
We took every possible opportunity to let affiliates themselves experience the unique simplicity of the needle by attaching it to and detaching it from an injection pen.

Since needles are not top of mind for affiliates, we needed to first involve, then provide the tools for the launch, and finally to keep NovoTwist® top of mind in an ongoing communication.

Explain why the creative execution was relevant to the product or service.
ENGAGE: Awareness and business benefits
We sent an attention-grabbing Direct Mailing that introduced the new needle. We presented the strategic foundation, product USPs, and business and launch plans.

ENABLE: Providing the tools
We developed a Core Promotional Package including the communication concept, messaging, design guides, detailers, brochures, posters, T-shirts, give-a-ways etc., enabling the affiliates to launch.

ENSURE: Sustained involvement
Relations are established with people, not companies. Interest must be sustained once the novelty effect wears off. The key is personal involvement. We developed a series of personal, value-adding e-newsletters ensuring sustained involvement over time.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our mission was to create awareness of and sustained interest in the product at sales subsidiaries.

174 of 250 decision makers (69.6% leads) engaged in the activity via an online knowledge competition based on the Core Promotional Package.

All 174 decision makers (100% fulfilment) signed up for the e-newsletter, thus ensuring ongoing involvement.

Results over and above the immediate campaign KPIs are:
Launch in Italy in 2010, 16 countries to launch in 2011 (total 6.8%), more to follow in 2012.

Launch decision lead time is 6 months to 2-3 years, depending on local markets and annual launch planning.