Title	BIOGEN GENETIC SIGNATURES
Brand	BIOGEN ITALIA
Product/Service	CORPORATE COMMUNICATION (MULTIPLE SCLEROSIS AND RARE DISEASES)
Category	C01. Use of Digital Platforms
Entrant	SUDLER & HENNESSEY Milan, ITALY
Idea Creation	SUDLER & HENNESSEY Milan, ITALY

Name	Company	Position
Veronica Longhini	Sudler & Hennessey Milan	Account Director
Angelo Ghidotti	Sudler & Hennessey Milan	Executive Creative Director
Fabio De Vecchi	Sudler & Hennessey Milan	Executive Creative Director
Gianluca Ghezzi	Sudler & Hennessey Milan	Senior Art Director
Orazio Gentile	Sudler & Hennessey Milan	Technology Manager

The Campaign

It often happens that a corporate campaign is either ignored or not fully understood by the people actually working for the company. Biogen’s new corporate campaign, developed by the agency, is patient-centric and represents a name that emerges from the genetic codes. The creative idea was to invite Biogen’s staff to personalize the campaign with their own name and a unique headline, and to then participate in the competition.

Campaign Success

A number of subsequent emails were created to invite people to view the corporate campaign that was about to be released to the media. Through the creation of a template, people could easily personalize their ads by including their name and their unique headline. Such ads were then submitted to a jury comprised by Biogen’s Board of Directors, who would then select the top 10 ads and the winner. The winning ad and top 10 were then transformed into big posters and placed permanently in the office spaces, for instance in the hall and meeting rooms.

Describe the success of the promotion with both client and consumer including some quantifiable results

The event was very successful, it created enthusiasm and involvement: +60% of Biogen Italy’s staff participated in the contest and created a personalized ad. The winning ad moved both Jury and colleagues: it was created by a young intern called Fabio, who suffers from Multiple Sclerosis. The headline read: “The courage to be part of it”.

Explain why the method of promotion was most relevant to the product or service

This work was relevant because of the involvement required by Biogen’s staff, who were asked to create their own ad and actively participate in the internal contest, expressing their sense of belonging to the company and its mission.

Just as patient-centricity is important for pharmaceutical research, so too are the people working for Biogen: they are important for the company’s success and its mission. With this concept, we invited all people working for Biogen Italy to express their pride to be part of a company committed to the pharmaceutical research of chronic degenerative diseases. And to award the best expressions.