Lotrel / Joe Montana
CAMPAIGN OBJECTIVE
- Boost awareness of Lotrel, a Novartis high-blood pressure medicine
BURNS’ ROLE
- Used Burns’ Celebrity VaultTM to select celebrities living with high-blood pressure
- Burns not only provided the initial research on an extensive list of celebrities, but also executed and monitored all contracts concerning Joe Montana and Novartis over the course of the campaign.
- Burns matched Novartis with a spokesperson that had not publicly revealed his suffering from high-blood pressure and who resonated with the target audience, bringing credibility to the brand.
- Led all negotiations and drafted offer letters and contracts.
- Acted as the liaison between the talent’s management and our client, Novartis, to ensure the talent delivered on his contractual obligations.
CAMPAIGN OVERVIEW
- Multimedia national campaign, “Get BP Down / Take Action.”
- Executions in PR, Industry, and online
RESULTS
- Campaign reached 100 million Americans
- Print Impressions – 6,602,166
- Broadcast Impressions- 11,664,334 (national in-studio interviews with both news and sports outlets)
- Radio Impressions – 9,424,400
- Web Impressions- 764,848
- § Total Campaign Media Impressions – 28.5 million
http://www.youtube.com/watch?v=sIvhtu6BfbI
Brands hire Burns Entertainment & Sports Marketing to help deliver their most important messages to their most important audiences, from brand positioning to product launches to global campaigns, to drive affinity, sales, share and profits. Our expertise in the world of celebrity and pop culture — who’s hot, who’s not, and how to leverage talent across the marketing mix — has produced unparalleled brand success for 41 years.
