Mission House Creative



Antagonistic Character

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

Creative Thinking

	1) Make it easy and fun to learn about Cardizem LA
	2) Foster interest, relevance and anticipation
	3) Foster a feeling of teamwork
	4) Show how each employee is valued

With “A Time for Heroes” as the perfect catchphrase, MHC capitalized on the antagonistic character representing high blood pressure, creating a “mysterious aura” as a way to build suspense and momentum. New characters were introduced. Ima Heart was the quintessential Cardizem LA patient, and Biovail employees were the unsung everyday heroes helping the champion, Cardizem LA, take off successfully.

MHC also developed the Biovail Planet, a fictitious media network consistently delivering launch-related information to employees. All of this added up to an entertaining, humorous forum in which the Cardizem LA launch story could be told, while at the same time educating, reminding, exciting and motivating everyone. The story’s momentum was carried through clever wording and cartoon-like illustrations on a series of promotions and invitations and was ultimately revealed in the movie, “A Time for Heroes” which premiered at the Orlando Sales Launch and the “Breakfast of Champions.”