Create excitement among sales reps about the 25th anniversary of Health Canada’s approval for the therapeutic indication of Botox.
Establish a nostalgic campaign theme that highlights the impact of 25 years on everything around us—from technology to pop culture and everything in between.
Create and distribute branded viewmasters (remember those?) to sales reps, allowing them to experience the milestone first hand by clicking through before-and-after images of items that have changed significantly over 25 years.
Use humour to maximize the rep experience by featuring Canadian pop culture references that the majority of reps would appreciate (think old school Tim Hortons cups, pay phones, typewriters and two-dollar bills).
The viewmasters were such a big hit that they all “mysteriously disappeared” at the national sales meeting, so we can only assume we achieved our goal of increasing awareness amongst reps.