The work for Meridian Medical Technologies’ Brand DuoDote® was thrilling for both agency and client teams. DuoDote is a chemical nerve agent antidote featuring two compounds in a single auto-injector. The magic happened when we got close to our targets: EMS personnel and first responders. The customer insight we uncovered helped us understand the role this brand could play. In a post-9/11 world, these individuals don’t want to be heroes—they want to do their jobs and go home to their families. Our execution allowed them to personalize this desire. The resonance was powerful and the brand established its relevance.
Our first measure of success was qualitative. The way our targets personalized our creative was profound. The quiet, introspective nature of the work was in stark contrast to how most of the category spoke. This contrast allowed our customers to “place” themselves into our creative and experience the brand’s promise for themselves. The second measure concerned online traffic. A modest, but well-targeted, e-campaign yielded a 460% increase in sustained Web traffic, which significantly increased site registration and asset downloads. The final measure was sales. DuoDote enjoyed 250% year over year growth and beat the 2009 forecast by over 60%.