A mission-critical video script for big pharma
Instilling a sense of urgency ahead of an upcoming deadline
Our client, a Pharma behemoth, had a product reaching the end of its patent protection. Competitors were making their presence felt. This video had to galvanise the sales team to get behind the drug. We were asked to create a pair of two-minute videos to start and end the conference. The videos needed to set the tone of the conference while stimulating the salespeople to achieve more.
The lights go down and our video begins. No music and no still images. Just the message typed out on the screen. We heightened intrigue by intermittently interrupting the flow with static. The closing video took a decidedly postmodern and humorous approach – within the same theme – to end the conference on a lighter note.
Post-conference opinion research revealed a positive response. The delegates appreciated the original approach – and the client appreciated the resulting motivated delegates.
Copywriting agency: Barnaby Benson Copywriting London
Brand agency: Brands at Work
Copywriter: Barnaby Benson
Client: Novartis Pharmaceuticals