Convatec – ConvaFoam

Worldwide campaign: new product launch. Print, online, social.

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images (from top left): 1: Landing page and customer email design. 2: Animated social ‘teasers’. 3: Interactive ‘Showpad’ presentation for reps. 4: Full storyboard for ‘Mode of Action’ CG video. 5: Animated packaging explainer. 6: Printed brochures.

Convatec is a global medical products and technologies company. They needed a new campaign to help launch a brand new product: ‘ConvaFoam’ – a silicone foam dressing that has major health benefits for both the speed and quality of healing of more severe wounds.

The project covered: Campaign strategy, proposition and concept creation – then taking this all the way through to world-wide rollout including localisation across a wide range of assets such as: a campaign toolkit, CGI video, social assets, an interactive detail aid for the sales team, leave behinds, landing page and email.

The silicone foam dressing market is the largest segment within advanced wound care. Our aim was to position ConvaFoam as a disruptor with a campaign designed to create impact, get HCPs interested in trying it, and ultimately increase market share. The key proposition was based around the simple copy line: ‘Redefining Foam’.

ConvaFoam has just launched in 11 markets globally with a successful and consistent look and feel across all markets. The initial launch phase used a bold and futuristic visual approach, focused on the dressing as an innovation ‘beamed’ in from the future. This was created to get noticed by standing out from the generic patient/clinician imagery usually used.