HOW DO YOU PUT THE PERFECT INSULIN SUPPORT PACKAGE IN A SALES TEAM'S HANDS WHEN THERE'S NOTHING TO HAND THEM? 

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Basaglar was an exciting new long-acting basal insulin, the first new product to hit the insulin market in years. Getting Lilly Diabetes sales representatives to fully embrace the Basaglar Experience and the variety of resources that came with it would require more than just a typical sales force communication. It would require pushing our Lilly clients clean out of their comfort zone.  

 

Being the tech-mad geeks we were, my partner and I tapped into our go-to place for intel on the latest electronic gadgets we craved for the perfect reveal: the "unboxing" video. We fabricated a youtube channel, cast the ideal influencer, and wrote a four-minute script that he memorized and served back in his own fresh, unscripted way.

 

The video arrived via corporate email; initial reports were that it was unlike anything the sales reps had ever seen. Tekk Edge was such a compelling character that our client immediately green-lighted the production of a follow-up video to be presented at Lilly's National Sales Meeting. And my agency honored our efforts on the two videos with its annual Speak WORK creativity award. ​