Highly Commended
EASD Media Briefing
Summary of work
Novo Nordisk partnered with the agency to deliver a ‘must go-to’, bold and creative press event which raised awareness of Novo Nordisk’s news and portfolio of diabetes treatments. The event was the first of its kind organised by the company, and resulted in a record number of journalists attending.
The format consisted of a series of seven ‘information stations’ which journalists could visit at their own pace and choice creating an experience tailored to their individual needs. Each station incorporated varied format and materials to create an engaging, interactive and informal media briefing, which was specifically commented on by the attendees in their feedback. To ensure maximum media attention, the onsite agency team issued press releases whilst the base camp team conducted complementary media outreach.
This well-executed event suited the needs of journalists, KOLs and Novo Nordisk alike and as such resulted in an unprecedented 57 media attendees from 17 countries. 100 per cent of journalists attending confirmed that they left the event with a positive opinion of Novo Nordisk. All KPIs were exceeded many times over.
Judges’ comments
An incredible achievement - it’s hugely difficult to get journalists’ attention at an international congress and to achieve what they did without having a particularly strong news story was impressive. There was also evidence of such good customer focus - they clearly listened to, and acted on, what the journalists required, building a really strong, creative concept.
