You know that the sales force always needs new topics. To be more precise: new, relevant and also entertaining topics that make it easy to approach customers. For the first birthday after market launch, an entertaining birthday idea was to be generated for the migraine medication Aimovig®, which could be sent by e-mail to the target group of doctors and offer the sales force an unusual reason to talk to them.
The marketing objective was to remind doctors of Aimovig® and to get them to inform themselves about the latest data by contacting the sales force or via the website. The main content was to highlight that Aimovig®, although only one year old, offers much more experience with a total of 4.5 years of study experience.
For licensing reasons, the video unfortunately does not contain any sound.
There are many migraine patients who process their suffering in poems or poetry. This idea was taken up and put into the modern form of rap. We wrote a rap song peppered with youth language that describes the course of the disease for patients and discreetly repeats the distinguishing features of Aimovig®.
Paired with the hook, "young but mighty", and real graffiti – in front of which the rap was performed – a modern birthday rap video with a graffiti drop-off card was created. This forms the basis for sales' field calls and was sent out on the actual "birthday" via email to all opt-in customers.