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The Say Communications Award for Excellence in Product Communications

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iBGStar: Launching the blood glucose meter for the iGeneration

by Red Health for Sanofi Diabetes (UK)

Summary of work

Winner: iBGStar: Launching the blood glucose meter for the iGeneration

Four days. That was how long it took Boots to sell out of this innovative blood glucose meter (BGM) for people with diabetes, thanks entirely to the topical PR launch. iBGStar was the first BGM for the iGeneration: this campaign made it a ‘must have’ device for people with diabetes in need of improved blood glucose control by tapping into wider media and consumer interest in ‘i-anything’. The PR campaign combined credible expertise and celebrity experience with carefully tailored media packages, getting the serious messages about monitoring blood glucose across in a very accessible and engaging way. The campaign generated 134+ pieces of quality editorial coverage at launch (including 13 nationals) with an OTS of over 218 million. Our early adopter strategy led to social and traditional media mentions skyrocketing on the day of launch and such was the success of the campaign that the UK team was asked to share the ‘best practice’ launch strategy to inform subsequent launches in markets across the globe.

“I was hugely impressed not only with the line-up and the enthusiasm of the presenters [at the launch event], but also with the attendance. I know you put your heart and soul into getting the launch just right, and from my perspective you succeeded magnificently. It really couldn't have gone better. I was lecturing to a group of diabetes specialist nurses in the Hull area yesterday, who trialled iBGStars and have been using them with their patients. They were absolutely raving about them.”
Dr Sarah Jarvis, GPwSI

Judges comments

Sanofi Diabetes gave us this well thought through, sequential and highly effective campaign aimed carefully at both healthcare professionals and patients with diabetes that resulted in coverage across national, regional and online titles. It was a wonderful campaign to judge and an excellent entry.

We saw evidence of great planning, clear customer insights and identification of stakeholder requirements to inform the objectives and help define a clear strategy. Everything about this campaign draws you in - a very clever strategy to communicate with HCPs via science and product attributes, and with consumers/patients via disease awareness, using a creative mix of celebrities and tech-savvy activity, including working with bloggers.

Highly commended

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Winners in Pictures

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Andrew Binns, Marketing Strategy Consultant – Communiqué Awards Judge

Key dates

Entry deadline 11 March 2021
Extended entry deadline 18 March 2021
(additional fee applies)
Judging days May 2021
Awards Ceremony 1st September 2021

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