For Daiichi Sankyo, onliveline developed a product launch that was aimed towards different target groups over a period of six months. From May to November 2020, product knowledge was conveyed playfully and interactively – through digital, hybrid and live formats. After the kick-off convention, the gamified “Road to CV Leadership” started a journey up until the launch. Challenges were completed on five levels and three bonus levels, which presented product knowledge playfully in greater depth. An ideas competition provided concrete preparation for the online launch activities.
This was followed in October by the employee launch event – with hybrid networking throughout Germany and brought together at the broadcasting centre in Munich. The programme included keynote presentations, expert discussions, an emotional patient talk and workshops. 28 external reporters gathered live reports from the respective locations and teams. The stream merged the contents and launch information as an overall programme and prepared the employees for the market launch.
The highlight was the customer launch event in November, originally planned as analogue and rethought at short notice. 600 employees and their customers followed the livestream and used the breaks for talks and insider discussions. The protagonists stood amidst the information on a media stage. The local Zoom meetings and the central livestream were linked. In an approximately one-hour talk show with four experts and the company, many questions were answered directly – all others later in the mediatheque of a central events platform.