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| Marketing Agency Bob Helsinki | Phone: +358 20 765 9779, Fax: +358 20 765 9778 - Suomeksi - Ha pyccKom |
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 Bayer_Avelox.jpg Banishing_bad bacteria |
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The traditionally rather dry marketing of antibiotics received a boost when the
enemy, namely the bacteria that cause the infections, were harnessed as the figurehead
of the campaign. Pictures of the bugs were immediately in demand and doctors wanted
to know about Avelox. In addition, we arranged for doctors an "Antibiotic debate",
which offered doctors the opportunity to discuss broad-spectrum antibiotics - whether
they are for or against them. The debate culminated in the Antibiotic Aria, a dramatic
choral work in which a doctor hero fought against the wicked bacteria while singing.
The aria was performed in both Latin and Finnish and was very popular. Concreting medium for a new indication: the hand cake In winter 2006 Avelox was granted a new indication: skin and skin structure infections. The new indication expanded the target group to surgeons, who favour a rather racy sense of humour. To approach surgeons we designed for Avelox the HAND CAKE, a cake that resembles an arm severed at the elbow and which looks like a totally genuine human hand, complete with bones and nails. We produced the cakes in collaboration with drug representatives and they distributed them to surgeons around Finland. For the first time in drug advertising history, doctors called their colleagues and asked them to come to a group presentation: "You just have to see this." Similarly for the first time in history a doctor send a photo message of the hand cake to Bayer's office and enthused about the idea. Since 2005, sales of the Avelox antibiotic have grown more than 50 %, while the market has contracted 16 % over the same period. |
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