Lights, Camera, Camel!

End of lifecycle products present astute brand managers with an opportunity to flex their lifecycle management muscles. The Lyrinel XL team are no exception, having the excellent idea of calling on Big Pink to help them squeeze the best out of their brand in a hugely crowded market.

It soon became clear to us that despite its maturity, Lyrinel XL would benefit from a brand building process. Big Pink ran a series of workshops with the Lyrinel XL team, uncovering the features and benefits of the brand, defining the tone of voice, refining the key brand messages, and establishing a single transforming idea – ‘get it right first time’.

Our research revealed that the one thing the prescribers of Lyrinel XL all remembered was the brand image; a camel! But for years the Lyrinel XL mascot had been increasingly marginalised, slowly shrinking to the point of redundancy. You may ask yourself what on earth was a camel doing there in the first place? Good question.

The camel represented the desirable characteristics of our client’s product – dryness. We thought we should remind everyone of that, so we made the camel the star of the show.

Big Pink carried the core brand image through to an integrated multi-channel campaign. We produced an HCP website that included a remote interactive e-detail. The detail featured a user controlled 3D animated camel to help prescribers have just a little bit of fun in a therapy area lacking it, while discovering the benefits of Lyrinel XL.

We branded emails, CLM tablet PC detail aids, sponsored email alerts, and animated rich media expandable flash banners - a first for pharma in the UK.

As a result our client collected analytics and over 600 email permissions for a segmented closed loop marketing push which gave them a 10% boost in sales within 6 months despite a 50% reduction in sales force. Clever camel.

If you want to know how a rigorously structured, well researched strategy could radically transform your own brand, just drop us a line, and add a bit of strategenius to your marketing mix.