JUBILEE CAMPAIGN
OVERVIEW
VMP was asked to create the 50th anniversary campaign for the headquarters of a pharmaceutical company. The campaign was launched with teasers, activities and highlights at the company campus under the motto #stay curious.
CHALLENGE
We had to develop and implement the whole campaign with a short timeframe and a tight budget.
SOLUTION
Drawing on the history, philosophy and vision of the company, we came up with an inspirational slogan: #stay curious. Because curiosity is the wellspring and driving force of research. The slogan set the tone and featured throughout the campaign, every single step of which was planned and designed in close cooperation with the client.
In the first phase we used guerrilla marketing and teasers to arouse interest and spark the curiosity of employees. An unbranded teaser campaign got the ball rolling, with simple questions, such as “are you curious?” or “what motivates you?”, placed all over the campus. The teaser campaign culminated in a video featuring the former and current site managers, and the anniversary campaign was officially launched.
We then aligned all ongoing plans (including various campus events) with the #stay curious slogan. For example, a regular Brainfood event was transformed into a curiosity-themed experience alternating keynote talks and workshops with curiosity expert Carl Naughton. Every month, we designed and staged meticulously planned activities and highlights, complemented by thought-provoking elements, such as a giant back-lit wall of the 50 years of history and a commemorative publication, both of which were created under the motto and within the framework of the anniversary.
VMP ADDED VALUE
VMP knew how to make the best use of resources and, in close collaboration with the client, designed and implemented a masterfully staged series of experiences with online, offline and live elements.
