Pfizer Animal Health Print LISTEN TO CUSTOMIZE by DLV BBDO Milan

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LISTEN TO CUSTOMIZE

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Industry Health & Pharmaceutical Products
Media Print, Magazine & Newspaper
Market Italy
Agency DLV BBDO Milan
Creative Director Sara Portello, Laura Pecoraro
Art Director Fabrizio Fiucci
Copywriter Luca Brunelli
Photographer Lsd Studio
Illustrator Lucy Pringle
Released April 2012

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PFIZER ANIMAL HEALTH
Product/Service: VETERINARY VACCINES AND ANTIBIOTICS
Agency: DLVBBDO
Creative Director: Laura Pecoraro/Sara Portello (DLVBBDO)
Art Director: Fabrizio Fiucci (DLVBBDO)
Copywriter: Luca Brunelli (DLVBBDO)
Photographer: LSD
Illustrator: Lucy
Media placement: print, btl, faires - specialized press, international fair in belgium - april 2012
Describe the objective of the promotion.
To communicate the Pfizer attitude to the swines' care. From a company selling specific products for specific diseases to a brand able to provide veterinarians, breeders (and animals) with solutions and consultancy to effectively manage the health of swines. Through a human touch approach, based on listening to the targets’ needs before just offering pharmaceutical solutions, in order to give them back the most appropriate and tailor-made managing solutions for breeding.
Describe how the promotion developed from concept to implementation.
This approach has been made effective in communication through the concept 'We listen to customize' and visually implemented through a pop-up book metaphor because every veterinarian and every farm has a story to tell. Pfizer is ready to listen to each of them!
Explain why the method of promotion was most relevant to the product or service.
It was relevant to the market because Pfizer is tending to position itself not as the 'usual' pharmaceutical company just trying to sell as many products as possible but to be really perceived as a strong and loyal partner for breeders and vets, truly interested in listening and understanding their needs and expectations.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The print campaign and the real pop-up booth during an international vets and breeders fair in Belgium was a big success not only as the idea was really impactful but also as it marked a big distance between this style of communication and the overall market’s one (so basic, rational and concrete – no emotions).