Simultaneous Double Product Launch

I was asked to be the lead creative on the launch of two BI super brands for respiratory therapy – Stiolto and Striverdi, follow-up drugs to Spiriva, a billion dollar brand. I was responsible for the US brands and worked hand-in-hand with my global agency counterparts to ensure a seamless worldwide launch. This was an almost entirely digital launch including an iPad visual aid and web site materials. The 2 products were being launched simultaneously around the world so everything had to work seamlessly, in the print materials, banner ads, emails, and booth materials. There were over 150 charts and graphic design elements developed.

The launch was showcased at the CHEST meeting, where I designed an interactive booth game to show off the innovative new design of the inhaler device. The large center screen was a three-dimensional roller coaster that traveled through the lungs. As doctors raced to answer the questions on two remote iPads that moved inhalers along the pathway through the lung vasculature toward the finish line, each correct answer along the way featured a 3D animated clip, which enhanced the experience. Not only was the game was considered a great virtual thrill ride, we accomplished marketing’s goal of highlighting the inhaler’s unique features and messages. Both launches were considered a huge success.