Case of the Month

New Product Launch: Big Splash. Short Notice.

THE CHALLENGE:

A Fortune 100 client approached us with an emergency assignment: they were about to launch a new product in 14 states and needed to raise awareness and drive sales, pronto. Ordinarily, no big deal. But this time, not only was the product new to the company, the brand was new to these markets too.

THE SOLUTION:

To roll out, in two weeks, a well-branded campaign in 600 newspapers, with customized ads for each major market within the 14 states. So two weeks to strategize, develop the ads, select the newspapers, negotiate contracts, negotiate rates, secure premium positions, and customize the different ad versions. Done.

THE RESULTS:

Today, Humana is a leader in Prescription Drug Plans in every one of those 14 new markets. And the streamlined workflow management process and forms we implemented during the launch campaign are now in use for all Humana advertising.