Mission House Creative


	Orlando Sales Launch M² Creative, a New York creative and technical production firm, established a comic-book style event of superhero proportions with an antagonistic character representing high blood pressure. This personality’s sole mission was to strike unsuspecting hypertension sufferers of Pharmatroplis in the early dawn, but rumors continued to grow of a new champion with the power to take back the morning. The event was planned to be a choreographed comic-book event with caped warriors and pyrotechnics.

NEW PRODUCT LAUNCH CASE STUDY
Launch Hype - How to keep it going.
Biovail Pharmaceuticals leverages product launch momentum company-wide.

Approach

Achieving Biovail’s goals required coordinated PR tactics with a cascading series of communications. These efforts built suspense for the Orlando Sales Launch as well as the upcoming internal event, which would premiere a mini-movie documenting the mission, the people and the success of Biovail.

To kick off the initiative, it was important to develop a theme that would foreshadow the struggle of heroic proportions at the Orlando sales launch without revealing the thrilling superhero pyrotechnics planned. “A Time for Heroes” was chosen as an effective rallying cry, an appropriate movie title, and an educational reinforcement of the time-sensitive nature of Cardizem LA. Soon ensuing was a tale of skill, passion and unrelenting dedication as a team of mild-mannered heroes (all Biovail employees) prepared to launch Cardizem LA in their battle against high blood pressure and heart disease. In addition, while the launch event was planned for all sales reps in Orlando, FL, a similar event for home office employees, the “Breakfast of Champions,” was planned so that all of Biovail could celebrate the achievement of helping the Biovail champ, Cardizem LA, take off!