Torre Lazur McCann for BMS & Sanofi Aventis's Plavix

LIVING PROOF

Torre Lazur McCann

BRAND Plavix CLIENT Bristol-Myers Squibb/Sanofi-Aventis FROM LEFT: Jennifer Mulvaney, senior vice president, creative director, art; Marcia Goddard, senior vice president, creative director, copy; David Trent, vice president, associate creative director, copy; Nancy Schroeter, vice president, associate creative director, art; Mary White, vice president, management supervisor

How do you generate excitement for 5,000 sales reps who promote a product in a changing marketplace? You give them VIP tickets to the Plavix Plan of Action Premiere and reenact a blockbuster Hollywood movie debut! Of course it helps to build anticipation, which is exactly what Torre Lazur McCann did with its six-week direct mail campaign to get Bristol-Myers Squibb and Sanofi-Aventis' sales reps ready for the big event.

"The tendency is to communicate everything electronically," says Nancy Schroeter, vice president, associate creative director, art. "We proposed the idea to the client that if you get something in the mail that's dimensional, you'll open it."

The agency mailed six pieces for the campaign (right, below) which included a kit that rolled out a red carpet and another that included real microwave popcorn with a specialized printed message. The final mailer sent VIP tickets to enter the Plavix Premiere. Box-office soared: "We created anticipation and were able to reinforce the brand message and tease the new campaign," says Mary White, vice president, management supervisor. "Once the sales force arrived at the meeting, we had other things to help bring the campaign to life."