Situation |
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In launching the erectile dysfunction (ED) treatment Cialis, Lilly had to compete against both one of the world's best-known brand names (Viagra) and another new entract (Levitra) in a heavily consumer (not physician) driven category
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Challenge |
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Create a global consumer lifestyle marketing campaign to support Cialis in (non-U.S.) markets, which heavily regulate and restrict the marketing of prescription drugs directly to consumers
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Strategy |
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Create a program flexible enough to work in a variety of regulatory environments
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Link all activity to the Cialis brand message, which focuses on freedom, relaxation, revitilization and "normalcy," and is strongly oriented towards couples
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Communicate the key Cialis product differentiator - 36 hour efficacy
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Solution |
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Velocity developed an integrated music platform that included;
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"The Ultimate Duet" concert featuring Jose Carreras and Debbie Harry (with Blondie) held in the world's most romantic city, Monte Carlo
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Radio promotions in each participating country, qualifying winners for an all expense paid trip to Monte Carlo for this private concert
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Buzz campaign, including the "It Takes Two" CD compilation featuring a dozen love song duets seeded in public places for men to discover
- "Free Traveling CD" leaves instructions to log into the program website, note where you found the CD and pass it along to someone else
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A Music Advisory Board comprised of distinguished music industry executives, to provide the media with information and opinions on the musical interests of mature men
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All promotional tactics drove consumers to a country-specific website designed to provide relevant and captivating music information and men's sexual health patient education, including ED
- Sites (for example, www.musicfor2.co.uk and www.musicfor2.ca) provide a compelling blend of content consistent with the brand's personality
- Music for 2 sites link out to local, clinical Cialis/Lilly ICOS websites for further information
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Results |
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Within two and a half months, the Music for 2 program generated nearly 1 billion impressions, with 65% of news articles on the program mentioning Cialis by name
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Music for 2 websites are delivering traffic to local Lilly ICOS clinical websites at a rate three times greater than anticipated
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