Novo Nordiske needed a solution to promote their new product Victoza for them to use at global diabetes conferences where doctors are open to learn and receive messages from pharmaceutical companies. In order to cut through the intense competitive clutter and generate awareness at these conferences We decided to create a racing game for tablets. The racing game was not only educational but also entertaining and competitive, tapping into a natural instinct amongst the target audience.

The strategy behind the racing game was to resonate with the doctors in an emotional way. We wanted to trigger their desire to be in control by being behind the wheel of a powerful race car. The racing game also creates competition which keeps the doctors engaged with the game to beat themselves or their colleagues.

Even though this campaign is still in its early stages, the incorporation of the Victoza racing game at the EASD conference (18,000 participants) and the WDC (10,000 participants), showed high engagement from doctors who were open to learning more about Victoza and playing the game. Novo Nordisk has been pleased with these preliminary results, and is looking forward rolling this out to additional conferences.

The Victoza racing game was used at the World Diabetes Conference and the European Associate for the Study of Diabetes. Novo Nordisk also plans to use it at additional conferences in the future. The racing game incorporates all of Victoza’s brand colors and attributes. While the user is playing the game he/she is faced with 4 pit stops where they have to answer questions about the Victoza product. By answering correctly, the player is awarded bonus points, and the more the points the user racks up, the better chance he/she has of getting on the leaderboard. The strategy behind the racing game was to resonate with the doctors in an emotional way. We wanted to trigger their desire to be in control by being behind the wheel of a powerful race car. The racing game also creates competition which keeps the doctors engaged with the game to beat themselves or their colleagues.

The overall objective and goal of this campaign was to engage doctors at these global diabetes conferences in order to drive awareness for the Victoza product in a unique way. Although this campaign is still in its early stages, the incorporation of the Victoza racing game at the EASD conference (18,000 participants) and the WDC (10,000 participants), showed high engagement from doctors who were open to learning more about Victoza and playing the game. We have experienced that the participant on the conferences has shown a huge interest in trying the solution. People often come back with peers and the average time spent is < one minute. Novo Nordisk has been pleased with these preliminary results, and is looking forward rolling this out to additional conferences.

- At ADA 2013 Novo Nordisk went +50% in total HCP interactions over the Congress period vs. 2012 (where the game did not exist).

An estimate is 150-250 HCPs accounting for approx 25% of total book interactions.

- "HCPs from around the world kept coming back to test their knowledge of diabetes and GLP-1 therapy with the iPad racing game - they were hooked!"

"It gave us [Novo Nordisk] the option to detail physicians in a fun and interactive way, thus complementing all the other scientific information exchange at the congress booth"

Quote from the customer: Luigi Alessandro Isoletti, Global product manager at Novo Nordisk