Excellence in Managing Established Products

Summary of work

Life can be complicated as the EMEA marketing team for an international technology company based in
California discovered. Working within the parameters – strategy, branding and messaging – set by a US
agency for a US market, to develop a campaign that would resonate across EMEA markets with distinct
needs (eg language, regulation) and cultural nuances, including different motivations and behaviours was
a complex task.
In this entry you will see that by taking the initiative and not accepting the ‘natural’ order of things, Align
Technology EMEA and Page & Page were able to not only create a meaningful messaging platform that
could be easily localised for Invisalign therapy, but also influence on the overall approach to a new global
campaign.
This is a simple and distinctive peer-to-peer endorsement campaign, underpinned by research, insights and
critical thinking that enables each market to take ownership of, and full responsibility for, its own
marketing.

Judges' comments

You Go Beyond was a solid entry, with strong personas and the bases were covered well. It was a good, bold, change, which was quite a shift in target, and this was not an easy shift. It has strong segmentation, with good customer insights, and was marked highly on the outcomes.