Cannes Lions

A COW'S TALE - POSITIONING BOVELA AS THE IRRESISTIBLE SOLUTION TO BVD

SUDLER & HENNESSEY, Milan / BOEHRINGER INGELHEIM / 2015

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Overview

Description

Bovela is a new vaccine for the prevention of Bovine Viral Diarrhoea (BVD). Although it is one of the most important viral diseases in cattle, with a prevalence of 60-80% and despite the fact it has severe economic implications, little is currently done by either farmers or vets to prevent it (less than 25% of producers do vaccinate!). Perhaps this is because current prophylaxis regimes are too complicated, but the biggest problem is BVD is seen as a very complicated disease, with a very poor recognition of actual damage and potential risk Moreover, vaccines, are not really sexy: producers make very rational risk-cost-benefit calculations, and if they do not see the problem, they won’t see the benefit of spending money for vaccination, while vets know better the problem, but struggle to find the right argument with their client.

So there were two challenges.

1. Create a market for BVD vaccination

2. Create a brand that is simply irresistible

The creative focused on building an epic story of an unseen danger, a growing threat and a hero that can vanquish them without breaking a sweat.

Execution

The creative concept focused on building an epic story about an unseen danger, a growing threat. But, with the good news about an emerging hero with the strength to vanquish this threat without breaking a sweat. Such an epic story should intrigue and engage with the audience, and therefore the style is cinematic and full of drama. A modern fable with a heroic, yet happy ending and a vanquished foe, inviting vets to become part of the story and achieve a BVDzero status for their clients’ herds.

Outcome

The disease awareness and launch campaigns mixed epic images with strong scientific content and a design with high impact.

Digital: an infographic-style disease awareness website, translated into 8 languages and online in 8 Countries around Europe + a content dissemination strategy throughout FB pages and Twitter account (ongoing) + banner ads in the most important specialist websites.

Promotional: communication materials targeted at both farmers and vets, delivered both as leave behinds, iDetailing and media campaigns disseminated throughout Europe.

Internal: high level of field force engagement thanks to weekly e-blast + branding materials and high level of confidence on the science behind the product throughout a comprehensive training program.

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