PROI CASE STUDIES

A corporate communications Campaign for Novartis pharma: "1,2,3,4,5 generations!"

&e Group's (Paris, France) creation and implementation of an original communication campaign for client Novartis Pharma, the French subsidiary of the Swiss group Novartis.

In the year 2000, for the first time in the history of mankind, five generations in one family entered a new millennium together.

This unprecedented historical event was the basis for i&e Group's creation and implementation of an original communication campaign for client Novartis Pharma, the French subsidiary of the Swiss group Novartis.

The objective of this all-media campaign was to identify and interview those French families lucky enough to boast this remarkable achievement.

"1,2,3,4,5 Generations!", launched at a press conference on 9 November 1999, invited five-generation families to contact Novartis Pharma, via i&e, between before 31 March 2000.

Families were asked to fill out and return an information form. The information they provided was to be part of a research study to be conducted by the French National Gerontological Association.

Ten of the 3,382 families who responded were selected to win a genealogical research study of their family tree back to the years 1650 - 1700.

In addition to advertising spots taken out in major French publications that reach out to the broad general public, advertising was also placed in publications targeted at medical professionals and local authorities. Information on the operation was also publicized through billboards and brochures.

250 of the families who responded were informed about the campaign by their doctor or as a result of posters in hospitals.

The campaign generated 75 articles, one radio interview and 15 television features.