Market Domination
MY ROLE: Market research/site analysis, media grids/proposals, proposal deck, budget development/management, client/vendor relations, production/fabrication management, city permits, work permits, site inspection
CLIENT: Tesaro – ZEJULA (niraparib)
AGENCY: emc outdoor
MARKET: New Orleans
EVENT: SGO (Society of Gynecologic Oncology) 2018
Tesaro’s major marketed brand, Zejula (niraparib), needed to drive conference attendees to their exhibit at SGO. With a saturating market blitz, they were able to connect with their audience far beyond the show floor.
Zejula is the only once-daily, oral, first-line maintenance monotherapy approved for advance ovarian cancer in complete or partial response to platinum-based chemotherapy, regardless of biomarker status. (Source: https://www.zejula.com)
Note: Tesaro was acquired by GSK in 2019, significantly strengthening our oncology pipeline and increasing the pace and scale at which we can help patients living with cancer. (Source: https://www.zejula.com)
Target Audience:
Healthcare professionals attending SGO (Society of Gynecologic Oncology) Conference
process
To align with the conference, the campaign had to be short term flight, multi-channel, hyper targeted around the conference location with the use of traditional, non traditional, peppered with some guerilla tactics.
As I began my market research, a couple factors were clear but what stood out the most was that I needed understand the attendee’s journey. To maximize reach, I road-mapped, scouted and proposed solutions at the airport, train stations, as well as near the conference location, tourist spots, dining and downtown shopping. Additionally, rideshare, taxi and possible locations for permitted media and guerilla style activations.
solution
- MSY Airport – Baggage Claim Exhibit space for pop up exhibit, 4 Week Flight
- MSY Airport – Baggage Claim digital monitors, Short Term 2 Week Flight
- MSY Airport – Baggage Claim Sofit Wrapsm Short Term 2 Week Flight
- Fully Wrapped Chartered Bus – Provided chartered rides from the Hyatt Regency to the downtown areas and staged. Short Term 5 Day Flight
- Wallscape – High impressions with location from the highway and traveling to the conference location. Short Term 2 Week Flight
- Mobile/Static Full Video Projection – Guerilla style activation. Routed and positioned in highly populated restaurant and tourist downtown areas. Short Term 3 Nights starting at Dusk / 5 hours per Night
- 100 Double-sided taxi tops Domination – Circulated the market for 2 Weeks
- Rideshare Partial Wrapped Vehicles – 15 Rideshare vehicles circulated the market with location and attribution data. Short Term Flight 5 Day Flight
outcome
Tesaro dominated the market in a cost effective, short term way while bringing awareness and reach to their audience of health care professionals attending the SGO conference.
Lauren Goldovich 