Company: IDEXX Laboratories, Westbrook, ME
Entry Submitted By: Live Marketing
Company Description: IDEXX Laboratories is a global market leader in pet healthcare innovation. IDEXX provides diagnostic and information technology solutions that help veterinarians deliver advanced medical care, improve staff efficiency, and build successful practices.
Nomination Category: Live Event Categories
Nomination Sub Category: Best New Product Introduction Event

Nomination Title: IDEXX Laboratories SDMA New Product Introduction Event

The date on which this nominated entry was first presented: January 19, 2015

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words): TEXT REDACTED FOR PUBLICATION

BACKGROUND:

IDEXX provides innovative diagnostic solutions for veterinarians to improve animal health and extend lives.

At NAVC 2015 (North American Veterinary Conference), IDEXX launched SDMA, a breakthrough veterinary diagnostic test that detects the onset of kidney disease months sooner than any existing approach—positively impacting the lives of thousands of cats and dogs.

TARGET AUDIENCE:

Veterinarians, vet techs, and practice managers attending the North American Veterinary Community (NAVC) Conference—the premier trade show with 16,000+ vet professionals.

GOALS/OBJECTIVES:

IDEXX objectives:

• Introduce a revolutionary new diagnostic test and accelerate product adoption
• Build buzz and anticipation leading up to the launch
• Drive booth traffic
• Increase awareness for 30 years of IDEXX innovative solutions

Success measured in:

• Total live attendance and number of remote video stream views for launch event,
• Number of pre-show marketing campaign impressions,
• Number of product web site views, and
• Number of social media impressions.

SOLUTION:

A meticulously timed launch event surrounded by a multi-channel integrated marketing campaign that culminated in a dramatic product reveal in the IDEXX NAVC booth.

STRATEGY:

• Pre-launch/pre-show marketing campaign (teasing diagnostic breakthrough to be revealed at NAVC):

O 3D direct mail to all NAVC attendees
O Direct mail and email invitations to NAVC attendees
O Emails and faxes to IDEXX customer list
O Event microsite with teaser video
O IDEXX Learning Center blog post
O Social media promotion
O Room drop (modeled chocolate diagnostic test)
O Conference center elevator clings

• At-show buzz-building street team

O 4 engagers attired in IDEXX-branded attire, and Dalmatian and Poodle-costumed stilt walkers built buzz
O Visited attendees in public areas, restaurants, and lobbies at two conference hotels the day prior to launch event
O Handed out invites to be part of launch experience
O Posed for photo opps

• January 19 live product launch in-booth event

O Warm-up: 6 cat-costumed dancers, 2 dog-costumed stilt walkers, and 4 trumpeters wound through the NAVC exhibit hall—generating excitement
O A professional emcee stood next to a curtained off booth area, welcomed attendees and counted down the last 10 minutes to the reveal
O During the countdown, cat-costumed dancers performed to draw more attendees
O At countdown conclusion, a Kabuki curtain dropped, revealing a molecular-inspired arrangement of video screens, which the emcee used as media support for a short new product presentation
O Following the presentation, the emcee introduced CEO Jon Ayers who toasted the future of diagnostic care, followed by another cat-dancer routine and a ribbon drop from overhead confetti cannons
O Attendees joined in the toast with champagne and sparkling cider

• Simultaneous digital event extended launch to those not in attendance at NAVC

O Entire launch event from the booth live video streamed to IDEXX.com
O Investor and trade press releases distributed immediately prior to launch event
O IDEXX.com/SDMA web site page went live with press releases
O Posts and tweets on IDEXX Twitter, LinkedIn, Facebook & Instagram accounts
O Employees celebrated and watched live stream at several locations

RESULTS:

• 1,000+ in-person launch event attendees
• 4,200+ global video stream viewers
• Pre-show promotion reached: 250,000+
• IDEXX.com/SDMA web page views: 4,238 (40,000% increase over normal page traffic)
• Nearly 73,500 social media impressions

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

CLIENT: IDEXX

• Visionary in Residence: Jay Mazelsky
• Executive Producer: Mary Kay Horrisberger
• Executive Director: Tammi Lesser
• Brand Marketing & PR: Elizabeth Hunt
• Event Managers: Nicole Turncliff & Lori Crawford
• Live Streaming: Lori Crawford, web team
• SDMA Spokespeople: Johnny Powers, Dr. Roberta Relford, Mike Lane, Jim Polewaczyk, Dr. Jane Robertson,
• SDMA Team: Jason Lee, Eve Lee, Nicole Ray, Tom Mikulka

Agencies:

• Live Marketing (Live event reveal creative concept and production, media, and scripting; street team, professional presenter, and professional booth engagers; and live video stream production)
• GES (Booth design and fabrication)
• NMR (AV support)
• AVFX (Additional AV)

MEDIA SUPPORT:

• Event microsite: www.thenextbreakthrough.com/ShaneFoster

• Blog article: http://blogs.idexx.com/idexx-at-navc-2 15/?_ga=1.42370086.222633543.1425909881

• Reveal event highlights video: https://www.youtube.com/watch?v=eqy3JyiA4cg