Bayer is the world’s largest manufacturer of insecticides. Their development of a revolutionary new mosquito bednet would support and complement Bayer’s other products. The brief was to create a communications programme to launch LifeNet into Sub-Saharan African countries.
Launched over a two year period with each phase targeting varying audiences with specific messages. We developed two communication plans and creative concepts to support the strategy. Firstly, a technical route designed to explain the benefits of the revolutionary new material and design. Secondly, an emotionally led campaign to explain the softer benefits of LifeNet over the existing products on the market. Alongside this we developed the logo and positioning.
Recognised by Bayer AG (and winning their 2011 annual marketing awards) the launch continues. The real success however, will only be measured in the years ahead, when the WHO achieve the objective of eradicating malaria for good. Then we will have succeeded and played our part.
Completed whilst working at Sugar Rush Advertising