Branding

Summary

TraceLink came to Overdrive to put together a primary message ABM campaign for their network-based incident tracking and process management solution , Agile Process Teams (APT), for pharma supply chains that built awareness and targeted very specific titles and intenders who have the ability to buy.

Account-Based Marketing
Campaign Strategy and Messaging
Banner Creative
DOOH and Print

Campaign Concept 1: Healthy supply chains for a healthier world

This campaign focused on the end product of an agile, well working supply chain – one that delivers the medicines that people need on time without interruption. Imagery for this campaign focused on different members of the supply chain, from researchers, workers on the line, drivers, to the pharmacists themselves.

Campaign Concept 2: Powering pharma supply chains that deliver

Connecting the pharma supply chain and sharing information is traditionally a complex, expensive process. This campaign plays into APT’s benefit of creating a single source system that brings together different members of the supply chain. Imagery for this campaign was focused on the individuals and how they either benefited from APT or how APT helped them be better at their job.

Campaign Concept 3: All your pharma supply chain partners together

A key competitive advantage of APT is the deep network of supply chain partners who are already using the platform. This makes the integration of new companies ideal, as they can plug right into a proven system that improves operations end-to-end, used by partners they are already working with.

Display Ads

The concepts were brought to life in a series of banner ads that would be displayed on highly visited pharma sites. These ads featured content offers like the TraceLink explainer video.

Paid Social

Social ads were developed for LinkedIn for a targeted ABM campaign focused on different senior member pharma supply chain decision makers.

DOOH

In addition to traditional GDN banners, Overdrive developed geo-targeted Digital-Out-of-Home ads to appear on billboards, office buildings, elevators, gas station pumps, and more.

Traditional

Posters and printed materials were created for deployment to expand past digital for high foot traffic areas.

Print

As print is still a popular medium for this audience, full page ads and smaller ad units were developed for pharma magazines and business-focused newspapers like The Wall Street Journal.