Pearson l Vonage l Evolence l Sanofi-aventis l Pfizer

Johnson & Johnson

Project
RoC – DTP Promotion

Description
This promotion was designed for Johnson & Johnson as a direct-to-professional (DTP) piece, targeting practitioners. Offering the product for first hand use and experience the benefits of RoC products.

Designed as a three-part mailing program – each of which included a brochure, a BRC, and two samples of product in each mailer. The mailers were designed with three different mechanisms to “lift and present” the product with dimensional mechanisms from the inside well, presenting the product in different ways and offering easy extraction by the recipient.

O2 Services
We scripted all text, design, and graphics. We conceived all structural designs of this promotion. O2 provided all the print production services inclusive of die cutting and finishing. We also managed the final assembly, fulfillment, and mailing of each mailing. The practitioner list was provided by J&J and was handled as proprietary information.

A follow up to this promotion was a gift box containing five samples of RoC products for personal distribution by the field reps to the practitioners.

Return on Investment (ROI)
These promotions were designed to reinforce the efficacy of the brand, the history of the brand, and the clinical studies behind the brand. A 10% return on each BRC was received and there was a spike of professional interest measured by internal metrics at J&J.

This promotion won a Gold JASPER Award for direct mail program.