Here was a Corporate Advertising project of a division, bagged by Golden Mean Healthcare Advertising Agency for a Bangalore Based Pharmaceutical Company, Micro Labs. The brief was to launch an urology division which would cater solutions to ‘urinary tract disorders’. The division had an objective to bring a range of products together in the market and build confidence in the minds of the target audience. The division had a focus to appraise their employee’s performance by offering them ‘best in the industry’ incentives. We as an agency were required to position the division’s communication, their launch inputs for the doctors and a launch event for their company team.
Being a Corporate Advertising project, we as an agency decided to create a grand impact of this launch in the minds of the TG, so that they feel confident about the division and its approach. The division was named as UTF i.e. Urinary Task Force by the company. We positioned the division with a statement ‘Unite. Transform. Flourish’. The statement had an interesting philosophy of uniting the target audience along with the company with better services and transforming the lives of patients towards betterment and in the process flourish in business with a long terms relationship. The statement helped the division to establish its values and remain focused while taking decisions that would make a difference to the company. We planned a strategy to launch this division with the help of an event. We conceptualised, designed and executed the ‘logo revealing activity’. Beginning with a preamble of short film, we created a dramatic environment with the help of lights and sound, to establish the mood of the event
The whole exercise of positioning the division and executing the Corporate Advertising project, made a deep impact on the minds of the company associates and its team members. The team was motivated and engaged with the positioning values of the division. They were impressed with the deliverable’s. Overall the launch event had a memorable impact on the minds of the audience.
