Flexpen

Goals of Product/Campaign

Novo Nordisk wanted to create greater awareness of its portable insulin-pen product, FlexPen®. The unique design offered flexibility, ease and independence for people with diabetes. closerlook was asked to help create an online photo contest that would appeal to both current and potential FlexPen users to emphasize the product’s benefits. A secondary goal was to drive increased traffic and membership to Changing Life with Diabetes, the company’s free, online community for people with diabetes.

The contest asked current FlexPen users to submit a photo of themselves and their FlexPens in an interesting location. closerlook used Novo Nordisk’s large patient database to reach out to a variety of potential contest participants.

Description of the Product/Campaign 

The challenge allowed for only FlexPen users to submit photos. closerlook recommended broadening the reach of the contest by incorporating several phases of participation. While only FlexPen users could submit their photos, closerlook recommended engaging the general public to vote for the winners. A main contest website would be the home base for the contest. A series of strategically planned e-mails and banner ads would drive traffic to the website.

Because anyone would be able to vote for the winning photos, we also recommended expanding the target audience beyond Novo Nordisk’s database by tapping into a database provided by a popular, diabetes-related website. Advertising the contest on additional websites would help further enhance participation and increase awareness.

What Made it Special

The campaign received more than four million brand impressions and the contest photos were repurposed in Novo Nordisk public-relations efforts.

Having strengthened the relationship between FlexPen users and the FlexPen brand, and increased general awareness of the ease and mobility of FlexPen, the contest campaign was a success.