Mission House Creative



	Teaser Card Brief copy "set the stage" alerting readers to the antagonist's presence and announced the launch date.

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

All communications were carefully planned to roll out in a series before and during the launch event in order to maintain suspense, keep people focused and build momentum.

Pre-event Communications (in order of occurence)

	Teaser Card
	Biovail Planet Radio
	Biovail Planet Newsletter
	Movie Posters
	Movie Trailer
	Sales Launch Invitation
	Breakfast of Champions Invitation
	Reminder Item for Breakfast of Champions
	Five-Day Drill

Event Communications

	Breakfast of Champions Launch Party
	Breakfast of Champions Keepsake
	Movie Premiere, “A Time for Heroes”