‘One Small Step’. A multimarket, multilingual campaign using both internal and external communications to encourage Allergan’s clients to make the switch to paperless billing.
Allergan needed to communicate to their clients their imminent move from traditional paper invoice billing to an e-billing system. They needed a campaign that applied a creative approach to what is traditionally a ‘non marketing’ area of their business, that is, the financial department. It was essential that the campaign could be communicated to a variety of international markets and so it needed to be multilingual in function.
Getting the tone of the message correct was at the center of our creative strategy. Using a twin approach we began by devising an internal advisory campaign to be rolled out by the Allergan client services management team. In tandem we ran an external campaign, including a direct email campaign and an explainer print piece. Lastly, we created a ‘consent to switch’ website for users to make the online switch quickly and easily. All had to be simultaneously ready to launch in several languages for several markets.
The campaign results exceeded all KPIs for the critical first month engagement targets and made for a smooth transition for Allergan’s clients.