UniSafe® 2.25 Digital Product Launch

How agility and quick-thinking prevented COVID-19 from derailing a successful product launch.

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Square

The Brief

The original plan of launching Owen Mumford Pharmaceutical Services’
(OMPS) latest product, part of the UniSafe® platform, during their largest conference of the year was derailed when all conferences were cancelled, postponed or moved online. Quick to react to the changing circumstances, we proposed a launch using digital tools focusing on awareness and lead generation.

Unisafe 2.25mL

The Process

With the excess of digital noise and virtual events, the product launch had to stand out and cut through to their target audience. With the UniSafe® brand already being known we wanted to show the evolution of the product not just through the messaging but also through the execution of the campaign.

The Execution

We led with a teaser campaign; their target audience were already aware of the product concept, so we used this to our advantage. The message of ‘Evolving UniSafe®’ was supported with ‘From Concept to Reality’ – this was shown on organic and paid LinkedIn activity, email campaigns, print and online adverts and an online landing page. Once we had gained interest and got the industry talking, we launched the product (both internally and externally) with the updated messaging ‘Now a Reality’. This consisted of a dynamic and interactive webpage that was unlike anything OMPS had used to showcase their products previously; and was supported by an email campaign, organic LinkedIn, print and online adverts, PPC and a Google Display campaign.

Hover inside the screen to see the interaction

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The Results

Teaser icon
Teaser
Paid LinkedIn Campaign:

53K impressions, 75 clicks and
11 quality leads

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Launch
PPC and Display Campaign:

In the first two months had
over 1,000 clicks

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