New Business Pitch and Campaign Development
This new business winning pitch provided a launch strategy for Somapacitan, a Novo Nordisk® once-weekly growth hormone medication. The brand name, Soqoya®, was applied to tactical planning and development by creating the new brand’s visual identity ensuring creative alignment and consistent communication with the brand’s core messages.
New Business Pitch
With once-weekly Soqoya®, patients will get to enjoy a new level of freedom, untethered from the constraints of daily dosing. And while they won’t have to carry their Soqoya® pen with them wherever they go, they will carry the confidence that comes from knowing that Soqoya® is always working.
This sense of security and vitality is visually articulated in the form of large, healthy, outdoor trees that always appear with the featured patients in this campaign, regardless of where they are–indoors or outdoors. The trees also serve as a visual mnemonic to push name recognition of the product and bring to mind the strong, solid, well-grounded roots of the company that has brought it to market.
Adult Concept
Pediatric Concept
Prelaunch Announcement
Product Announcement PI
Email Announcement
Email Patient Information
Sales Aid
Second Round Creative
Uses the brand’s unique color palette and trees suggestive of its name—along with a unique photographic perspective—to take ownership of once-weekly dosing and challenge HCPs to reconsider how they look at their patients’ treatment.
Uniquely ownable positioning and use of language, and a layout that conveys the fullness of a patient’s life between the weekly doses of this therapy.
Use of the hands in the small photos and the ¾–aerial view of the adult patient (AGHD) and mother and child (GHD) allow for the reader to imagine all their patients in such situations.
