TESTIMONIALS by Ogilvy & Mather Mexico for Nubrenza

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TESTIMONIALS

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Industry Public awareness
Media Direct marketing
Market Mexico
Agency Ogilvy & Mather Mexico
Art Director Stephanie Becerra
Copywriter Sofia Gomez
Producer Orlando López, Ereth Bolaños
Photographer Diego Arrigoni
Account Supervisor Erika García
Released February 2012

Credits & Description

Category: Flat Mailing
Advertiser: NUBRENZA
Product/Service: NUBRENZA PATCHES
Agency: OGILVY MEXICO
Creative Vice President: Jose Montalvo (Ogilvy México)
Creative Vice President: Miguel Ruiz (Ogilvy México)
Head Of Art/Creative Director: Iván Carrasco (Ogilvy México)
Copywriter: Sofía Gómez (Ogilvy México)
Art Director: Stephanie Becerra (Ogilvy México)
Photographer: Diego Arrigoni
Producer: Ereth Bolaños (Ogilvy México)
Producer: Orlando López (Ogilvy México)
Account Supervisor: Erika García (Ogilvy México)
Advertiser's Supervisor: Carlos Estrada (UCB)
Account Manager: Lourdes Lamasdei (Ogilvy México)
Other Credits: Johnatan Rivera (Ogilvy México)
Media placement: Direct Mail - 3 Testimonies - - - 1 February 2012

Describe the brief/objective of the direct campaign.
Parkinson's disease affects people in a very sudden way. For those who suffer from it, the smallest action becomes almost impossible. Nubrenza Patches return the confidence and self-sufficiency back to patients in order for them to recover their quality of life.

Our target were neurologists gathered from 'Club Abrazame' and Nubrenza databases. We wanted to demonstrate the Nubrenza Patches benefit and how they made a drastic improvement to patient’s lives even in cases where they couldn’t think it possible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We chose several success stories of patients with Parkinson’s disease that use Nubrenza Patches, who with their own hand and fist wrote testimonials that revealed the improvement in their quality of life. These testimonials were mailed to several neurologists. We invited them to request more information concerning the Nubrenza Patches and other success stories by asking for a medical representative’s visit at a provided URL and a phone number.

Explain why the creative execution was relevant to the product or service.
We demonstrated the Nubrenza patches treatment benefits through 100% real demos written by the hand and fist of satisfied patients. This proved that the benefit is not a promise, but a reality.

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 response rate was 26%. Neurologists asked for representative experts’ visits for more information concerning the Nubrenza patches and to get familiar with more cases of success. 80% of our target perceived that with Nubrenza Patches patients would be able to improve motor efficiency in the early stages of Parkinson’s disease. The importance of treatment of the non-motor symptoms of Parkinson’s disease as essential increased to 56% of our target.