PROMOTION
Targeted marketing to EASD delegates & citizens of Austria
Novo Nordisk integrated targeted 5K@EASD promotion on the EASD website to reach meeting delegates. The symposium was co-promoted with the 5K@EASD to enhance Novo Nordisk’s digital footprint and programming at the EASD annual meeting.
Public outreach initiatives targeted diabetes and healthy lifestyle communities as well as Vienna Convention Bureau members via e-newsletters, invitations, calendar postings and social media posts.
Audience reached: 120,800 people
The 5K@EASD digital promotion, which concentrated on the ten weeks prior to event day, delivered an average visit of 3 minutes
20 seconds per session. From 12 May to 1 December, the website registered an audience of 12,457 users who generated
131,290 page views (24,226 sessions). Significant web traffic extended for 9 weeks as users focused on results, photos and video.
The symposium platform elevates the discussion and sets the tone for the week of EASD. The symposium strengthens Novo Nordisk’s position as a unique, patient-focused, innovative
and responsible leader in diabetes care. The Novo Nordisk symposium was held in Hall D at Reed Messe Wien and kicked
off the EASD meeting.
With a global audience attending the symposium, the EASD delegates were encouraged to register for the 5K@EASD as
a demonstration of the EASD community’s commitment to encouraging healthy lifestyle. In 2014, 411 of the 3,000 EASD delegates that attended the Novo Nordisk symposium registered for the 5K@EASD at the stand located in Hall D.
As delegates entered the symposium hall, they were greeted with oversized fact boards with diabetes statistics (provided by IDF).
These fact boards were repurposed for presentation at the 5K@EASD, extending the reach of diabetes awareness.
Following inscription online or at
the symposium, EASD delegates
were required to complete the registration process by collecting their racekit at the Novo Nordisk exhibition booth. After collecting their racekits, delegates were encouraged to learn about Novo Nordisk’s products & programs.
The racekit pickup activity delivered 1,640 EASD delegates to the Novo Nordisk booth in Reed Messe.
New for the 2014 Vienna edition, Novo Nordisk piloted a fundraising program to benefit the World Diabetes Foundation. To facilitate a transparent fundraising initiative, TRACS streamlined the collection of funds via credit and debit cards or Paypal by integrating Eventbrite, a mobile payments platform.
5K@EASD participants from around the globe embraced this initiative and purchased 865 runner shirts.
5K@EASD participants had the option of purchasing a runner shirt with 100% of the proceeds directly benefiting the World Diabetes Foundation project “Strengthening the Management of Diabetes in Children in Mali.” To learn more about the WDF and the WDF Mali Project, please click here.
This initiative raised €10,809 for improved access to care for 250 children with Type 1 diabetes.
Exercise. Action. Motivation. The 5K@EASD run/walk brought together EASD delegates, industry stakeholders and citizens of Austria to emphasize the need for increased physical activity and to help prevent diabetes. A slight change in exercise and diet habits can significantly reduce the risk of developing diabetes later in life. Staged in Prater Park, Vienna’s premier destination for outdoor activities, EASD delegates were able to walk directly from Reed Messe through the new campus of Vienna University of Economics & Business to the staging area. In an effort to keep the 5K@EASD environmentally friendly, all participants were encouraged to walk or take public transportation to and from Prater Park.
As an event that encourages healthy exercise, 1,210 participants completed the 5K@EASD.
Embracing new technologies and social media platforms
allows Novo Nordisk to expand the digital footprint to raise awareness. By encouraging participants to use #EASD2014
in their social media messages, the 5K@EASD became an important part of the online conversation during EASD
Vienna 2014. The participant experience of health, fitness
and diabetes awareness was consistently shared across various platforms with a broad online audience.
Empowering individuals to take action and to share that moment with their peers and colleagues is a powerful
reminder that the 5K@EASD is a dynamic brand platform
for Novo Nordisk.
89 individual tweets | 467,128 impressions
40 instagram posts | 5,810 impressions
7 facebook posts | 14,535 impressions
Warmup. Run. Walk. Move. Inspire. Share. Celebrate.
Moving forward together in health and exercise. Creating meaningful relationships with shared, positive experiences. To experience
the 5K@EASD is to join a community based on positivity and hope that together we can change diabetes. The Vienna edition of the 5K@EASD incorporated innovative ways to broaden the 5K@EASD community through partnerships with the Austrian Diabetes
Society, Team Novo Nordisk and the aforementioned World Diabetes Foundation Mali Project.
Together we can all change the future of diabetes.
For the second year, Team Novo Nordisk members were integrated into 5K@EASD. Tommy Neal took the overall win in 15:01 with several of his TNN teammates as official pace setters for those participants seeking 21:00, 24:00 and 27:00 minutes as finishing times.
With over 1 million followers on Facebook, the global reach of Team Novo Nordisk’s mission to inspire, educate and empower the diabetes community through athletics is a powerful platform. By winning the event it shows this community that when you have diabetes you can live life the way you wish. With TNN pace setters running with participants in the middle of the pack, TNN members extended their presence and formed relationships with a broader audience.
The ODG actively promoted the 5K@EASD to its membership in advance of the EASD congress. Novo Nordisk worked with both Professor Dr. Thomas Wascher and Dr. Raimund Weitgasser of the Austrian Diabetes Society to gain their endorsement for the Vienna edition of the 5K@EASD. After meeting with them in January 2014, they asked that the 5K@EASD help launch the new Austrian Diabetes campaign “Face Diabetes.” Novo Nordisk incorporated both the Austrian Diabetes logo and Face Diabetes graphic on the runner shirts. To highlight the partnership with Austrian Diabetes, their logo was also prominently displayed on the start/finish portal and the stage backdrop banner. Professor Dr. Wascher delivered the welcoming remarks to all 5K@EASD participants before the start.
Engaging patients, employees, communities – this is the legacy that Novo Nordisk has cultivated and will continue to build upon for the future. Novo Nordisk’s commitment to healthy lifestyle activities that promote diabetes awareness and fundraise to improve access to care for children with diabetes is consistent with the Novo Nordisk Way.
