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Cobra Biomanufacturing
offers a complete range of cGMP biomanufacturing services for making
recombinant therapeutic proteins, DNA, viruses and live cells. The
Company has recently expanded its facilities to include a biomanufacturing
site in Oxford, UK. Operating globally, Cobra is expanding its presence
in North America.
Objectives
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To
increase awareness about Cobra, particularly in North America |
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Develop
a corporate advert for Cobra that would reflect elements of
both Cobra’s business and personality |
Methods
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Northbank
researched adverts from Cobra’s key competitors to see
how they were positioning themselves |
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Northbank
carried out extensive interviews with Cobra to understand the
Company’s key messages and USP’s |
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Northbank
distilled Cobra’s key corporate messages and presented
them as a series of advert headlines with photographic imagery |
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A wide
selection of creative concepts was presented to Cobra utilizing
different visual vehicles. From these the headline “Capacity
to innovate” was chosen and, following exploration of
this idea, an image of an innovative/creative child was selected
to reflect this headline. A child image was selected over others
as it introduces a human element, an open mind and an ability
to devise creative solutions that will achieve goals |
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Northbank
crafted copy for the advert |
Results
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The
advert made a splash in the June issues of GEN and the Bioprocessing
Journal and appeared in both journals bonus distributions at
BIO2004, San Francisco |
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Cobra’s
North American sales team has attributed a four-fold increase
in sales enquiries to the advert |
August 2004
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