Challenge:

novo nordisk logo

• Introduce Novo Nordisk’s insulin pen delivery system to their target demographic in a fun, non-threatening way

•Communicate medical content and obtain sensitive prospect information at inherently loud, distracting, public events

•Manage experiential marketing footprint and brand ambassadors in unpredictable outdoor public setting

experiential marketing footprint

Action:

•Partnered with the IndyCar race series and Big Communications to engage with Novo Nordisk prospects where they live and play

•Led cross-functional collaboration between internal, agency and contractor stakeholder teams

•Supported Novo Nordisk’s sponsorship of IndyCar driver Charlie Kimball with an Indy show car and autograph appearances

Novo Nordisk brand ambassadors

•Built and optimized innovative outdoor footprint including custom tent, Indy show car, celebrity appearances, iPad stations, event photographers and videographers, marketing collateral and costumed brand ambassadors

•Maximized traffic flow through creative layout and interfacing with IndyCar event producers

•Acted as public relations liaison and emcee

•Streamlined setup, teardown and shipping from event to event

lead generation at novo nordisk

Result:

•Consistently increased success metric at every event (total number of prospect business reply cards completed)

•Achieved client success metrics of awareness building, education and spread of positive messaging

•Reduced shipping costs by half through efficient event strike and collateral handling

•Contributed to initiative renewal for 2 full race seasons


 
novo nordisk show car