On-Demand Productions Case Study: Revolution Pet

Challenge

Produce three training CD-ROMs, one consumer CD-ROM, and two Internet sites for the launch of Revolution, a new pet pesticide from Pfizer Pharmaceuticals – a multi-million dollar challenge.

Background

Colle & McVoy is a Minneapolis-based agency that handled the launch of Revolution, a new line of pet parasite prevention products for Pfizer, available only through Veterinarians. In addition to print and TV ads, the company had agreed to produce a series of digital projects, including:

• Three CD-ROMs designed to inform current sales representatives about the science behind the product and how to position the product to their customers.

• A Website dedicated to helping sales representatives with further support on a continuing basis.

• A consumer CD-ROM was designed to serve as a POS sales tool. Veterinarian customers would use a coupon and send in for the CD-ROM and additional collateral, and get $10 off an application of Revolution. The title included interviews with industry experts, a video about the joys of pet ownership, and a family game. It also included incentives to shop on-line and receive additional discounts for services.

• A consumer website was designed to inform the public about the science behind Revolution, including a white paper, Q and A’s about the product, links to local Veterinarians, and other helpful pet tips.

Although the projects were given one year to produce, false starts and Agency personnel turnover put a hold on production for half that time, leaving only six months to complete the projects.

Solution

Lee Snyder, On-Demand Production’s founder and president, was hired to work with the agency’s account representatives, internal development team, and outside vendors to get the job done.

We began by understanding the basics: The science behind the product, creative and marketing strategies and tactics, suggested content, etc. We also interviewed Account Executives and Creative Directors to more completely understand what we could and couldn’t do from a creative design standpoint.

With this information in hand, we prepared for and held a large meeting with Colle & McVoy executives, directors, and suppliers involved in the project. We presented a detailed background of the project’s goals and objectives, then used that information to outline content (information architecture) for all CD-ROMs and websites. Each outline element included a creative approach that would yield excellent work in minimal time. All of these were approved at the table, and production began.

Results

With executive approval on the biggest production issues, all content and creative production decisions were clear. Schedules were introduced that involve concurrent development, with the most urgent needs being addressed first. Assignments were first issued to internal development resources. The balance was outsourced.

All projects were completed on-time and on–budget. This part of the overall campaign came off with out a hitch. Colle & McVoy was delighted.

"Lee was instrumental to our work for one of our major clients on a large budget consumer CD-ROM. Lee came into the project when it was suffering from a lack of creative direction and considerably behind schedule. He immediately stepped in, functioning as Account Executive and Producer, and gave the project vision and form. With tremendous help and direction from him, the project got back on track and became a reality."

Janet McGrath, Senior Vice President
Colle & McVoy Advertising

Here's what Forbes magazine had to say about the consumer Website:

“If you feel the urge to visit a drug company's veterinary site, you might as well start with this one. Instead of just posting brochures, Pfizer's site actually has some content that you can use. The focus is on Cats, Dogs, Veterinarians, and how to get you, the consumer, to buy Pfizer medications for your dog or cat. You can also find vets near you (presumably, ones who are well versed in the benefits of Pfizer products).”