B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 30/10/08 09:29 Page 18
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Category 9:
Sponsored by
Best brand campaign
Winner: Innovex
Agency: AGA Campaign: ‘Innovex global repositioning’
I
nnovex is a provider of sales direction and encourage enthusiasm.
solutions to pharmaceutical A conference in Budapest was also
and biotech companies worldwide. arranged for key staff.
In 2004, it wanted to reposition itself
from being seen as a sales organisation International reach
to a company that handles all aspects The launch consisted of an
of commercialisation for the international advertising campaign
pharmaceutical industry. concentrating on the UK, US,
Over the next three years it Germany and Spain, but also
developed a suite of commercial covering the whole of Europe.
services including market-entry Online advertising was included
planning, pricing, analytics, medical across a calm lake. on the major pharmaceutical websites
communications, strategic handling of Direct marketing and exhibition with links to a microsite. Direct marketing
signage and teaching of patients to stand give-aways consisted of paper pieces were sent to six countries and visits
administer their own treatment. and instructions to make an origami to the microsite almost doubled after they
Dramatic changes meant that it boat. DM and advertising drove traffic had been received. Most microsite visits
now needed to inform its target audience to a new Business Science microsite were from the target countries but the
of medium-to-large pharmaceutical where ten of the biggest ‘how to campaign also generated significant
and biotech companies in the UK, commercialise’ questions were interest globally. Innovex also attended an
US, Italy, Germany, Spain and the answered, proving that the new industry event in Barcelona.
Netherlands. Such a radical change business model could address real The budget was around £1.1 million,
needed to be made credible and concerns. of which £400,000 was spent on
attractive to vice-presidents and Conference hotels bathtubs were media, £150,000 on internal marketing,
directors of sales and marketing. The filled with water and little toy boats £100,000 on the customer launch and
result was Innovex Business Science. floated on them with a message to £50,000 on the microsite.
visit the Innovex stand. Hotel door Jane Mackenzie-Lawrie, global
Sail away signs signs were replaced with Innovex marketing director at Innovex, says,
Boat imagery was used to suggest branded ones which said, ‘Do not “We’re pleased with the solid strategic
customers were being taken on a voyage disturb, business scientist at work’. thinking, the development and execution
of discovery, with Innovex as the pilot. The same creative was also used for of the creative and the planned roll-out. We
Ads featured a boat waiting to embark internal marketing to inform staff about the believe it will deliver the results we need to
from a quay and a line of boats pointing campaign, let them know about the new reposition the Innovex brand.”
Runner up: OW Bunker
Agency: Cross Border Communications Campaign: ‘There for you’
O
W Bunker supplies ships with fuel oil the creative utilised words, pictures and
or “bunkers”. Having expanded symbols created out of fuel oil. The bold
internationally, with refuelling points colour scheme and design was both
in all major shipping lanes, OW needed a distinctive and contemporary.
global brand image. The new brand messages and
OW competes with small local suppliers corporate look formed the basis for
of bunkers and multinationals offering redesigning the website, while ads were
everything from bunkers to petrol. So the placed in trade publications. Stationery
brand was positioned as the ideal middle was redesigned and corporate and regional
way: a specialist with global coverage. brochures were created for existing and
Independent research suggested that potential customers.
only 40 per cent of shipowners and
charterers worldwide had heard of OW. Results professionalism in a way which resonated
The campaign was to double awareness “It was crucial that all our branches with employees.”
to 80 per cent. felt comfortable with our corporate The follow-up survey results are not
campaign as well as with the regional yet available, but the enthusiastic
Ships ahoy brochures,” says Jim Pedersen, CEO of reception given to the campaign
The campaign focused on the three OW Bunker. “CBC created a brand suggests that ‘There for you’
words that conveyed OW’s position: identity that reflected our corporate will continue as an ongoing brand-
global, independent and specialist, while outlook, international scope and maintenance programme.
B2BM AWARDS 08 – www.b2bm.biz
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