CASE STUDIES

NOVARTIS: LAMISIL MOBILE TOUR

CHALLENGE

Novartis approached UCG Marketing challenged to educate consumers on the importance of foot health and the treatment of Onychomycosis. They strived to increase brand awareness for Lamisil among the primary target audience of runners, athletes, and sports fans.

SOLUTION

• Created three month mobile tour that visited Lamisil sponsored events such as: Indianapolis 500, the Preakness with 35ft branded recreational vehicle
• Reinforced brand messaging through a knowledgeable staff of brand ambassadors
• Set up an interactive environment at each tour location which featured branded 10ft x10ft tents, table covers, director’s chairs, advertising DVD loop, and interaction with “Digger”
• Arranged local podiatrists to administer foot screenings
• Created diggeronline.com: a webpage that tracked the movement of the tour and provided key product information

RESULTS

• Tour engaged over 61,500 participants with over 3,100,000 total event impressions and 41,000,000 media impressions
• Brand Ambassador’s distributed over 575,000 Lamisil brochures, 48,000 branded nailfiles
• Local podiatrists performed over 3,600 foot screenings