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TurboFurbo, InfoVEL2 ESMO, European Society for Medical Oncology

Case Studies: Case Studies:

TurboFurbo, InfoVEL2 TurboFurbo, InfoVEL2 ESMO, European Society for Medical ESMO, European Society for Medical OncologyOncology

ander-group.com

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Ander Group SA via Cantonale 2b 6928 Manno Switzerland T. +41 91 966 99 66 F. +41 91 966 93 72 welcome@ander-group.com

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Case Studies: Case Studies:

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TurboFurbo, InfoVEL2 ESMO, European Society for Medical Oncology

Case Studies:

TurboFurbo, InfoVEL2 TurboFurbo, InfoVEL2 ESMO, European Society for Medical ESMO, European Society for Medical OncologyOncology

ander-group.com

ander-group.com

ander-group.com

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Case Study

INFOVEL2 Turbofurbo, the first festival in Ticino promoting intelligent mobility.

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Situational analysis

InfoVEL2, the Center for Sustainable Mobility based in Mendrisio, decided to organize the first festival for the promotion of intelligent mobility in Ticino.

The initiative is important both from the point of view of the number of events and that of communication. Furthermore the topic has an impact on social and environmental strategies on a cantonal base.

The festival was conceived as a collection of engagements, set in different locations in Ticino, spread out over a span of twelve days, from the 10th to the 22nd of September 2010.

The engagements included conferences, exhibitions of alternative vehicles, meetings with prominent personalities engaged with intelligent mobility, electric bicycle tests, cycling rallies and much more.

It was a comprehensive and revolutionary way to show the population many and varied ways of moving around, cheaper, healthier and more respectful towards others and the environment.

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Communications strategy

The process of creating the communication strategy began with the naming of the “festival” followed by the logo design and the identification of the corporate color.

Having found the brand identity, the process moved on with the creative concept for the advertising campaign and for all collateral communications.

In order to approach this step strategically the target audience was identified in a segment of young people, traveling on a daily base in their car for business or personal reasons, sensitive to trends and to the “lure of the group”.

Therefore we wanted the naming on one hand to coincide with the campain’s message in order to sustain its recognition and on the other to convey a perfect synthesis of the fundamentals of the initiative: improved mobility and intelligent lifestyle.

The objective was to target the “festival” to those who didn’t already know about intelligent mobility, but who might have potentially found it interesting.

Through the creation of involving and engaging communications, it was desirable to offer the idea of a “community” in which each member of the target audience would have liked to join and take part.

The new intelligent way to move would have been proposed as a life style in complete contrast to the status symbol represented by the use of the car in a highly wasteful way.

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Media planning and budget

Media planning affected both the offline and online dimensions.

The campaign duration was three weeks, comprising two weeks of events and one of launch.

For offline matters, two different media were involved: billboards and radio.

Posters were in turn subdivided into static and dynamic. Both affected a limited area, responding to the local nature of the festival dislocated in the whole Canton.

The use of billboards allowed coverage in individual points of the Canton in which the festival engagements were taking place, as well as reaching the target audience of motorists who travel everyday for business or leisure.

The static billboards were distributed in three areas: Mendrisiotto, Sopraceneri and Luganese. Dynamic billboards were concentrated on the TILO, the train for cross-border workers, as such used by people who, having decided not to travel by car for commuting to work, already share the philosophy of the TurboFurbo spirit. A promotion using the official T-shirts of the festival was also linked to the dynamic billboards.

A territorial criterion was applied even in the choice of radio stations for the campaign: the spots were broadcasted on local channels and each of them was at strategic times, in order to reach the desired target when they were driving to go to or return from work. For online, three means were used: banner placement, the Google AdWords network and Facebook. Here, too, a dissemination strategy at the canton level was adopted.

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The banner placement was aimed at ticinonline.ch and ticinonews.ch, i.e. the leading news portals available in Ticino. For ticinonline.ch, in addition to the normal online version, the iPhone version was also selected as a channel.

Each banner linked directly to the TurboFurbo corporate website, and based on the monitoring carried out the iPhone version proved to be the most effective for the number of hits. The use of the Google AdWords network allowed for the placement of festival advertising inserts on Ticino websites closely linked to transport and motoring themes.

Finally, the use of Facebook through the creation of a campaign page and a series of advertising inserts, achieved several objectives such as: collecting feedback from net users; reaching a wider range of people sensitive to the initiative and monitoring their behaviour towards the initiative.

Budget planning

30% online matters and 70% served for offline communication (production and media buying).

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Naming

The naming process started by merging the two main concepts of the philosophy of the festival, mobility and intelligence, indicating them both with a single invented word, formed from a purposeful definition.

The result was: TurboFurbo. (Furbo = cunning, smart, ...)

Ecotrasportiamoci AlternAttiva Viacontrasporto Evolviaggiare Turbo-Furbo 2010 AlternAttivAuto Turborisparmio 2010 Ecomob 2010

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Ecotrasparty 2010 Mobilvel Mispostofacile 2010 Fast & Virtuous Life-on-board 2010 Quinoninquino Turborisparmio 2010 Ecosprint 2010

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Verbal and visual implementation

In order to translate TurboFurbo into a logo, we wanted to link the tradition of mobility with a futuristic vision, which characterizes intelligent mobility.

In other words, this type of mobility represents the future but is based on transport systems linked to a traditional past, like, for example, the bicycle.

This suggested the use of graphical styling recalling the famous logo of the movie “Back to the Future�, in which the lettering part had an aerodynamic slant and was enclosed between two converging arrows in order to stress the bi-dimensional direction described past and future.

All of this recalled an ‘80s mood that truly conveyed the bright and winning spirit of the TurboFurbo festival. Finally, as a corporate color, a shade of green was chosen, which in the collective imagination recalls nature, but also freedom and a life style on a more human scale.

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1. Chosen logo proposal 2. Logo proposals 3. Poster from the movie “Back to the Future� (1985)

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Campaign

For the campaign an equally brilliant language was chosen, with an ironically provocative tone that made it extremely impactful. The means by which it began was the poster, with a multi-subject creative campaign of just copy.

Each subject presented a sentence in two parts divided by suspension points.

The first part spoke about a problem common to ordinary motorists, such as chaotic traffic, high consumption or the lack of parking, suggesting what could seem like a direct insult to the motorist, truncated by suspension points.

The second part of the message retrieved the interrupted sentence, completing it in a way that transformed it into a totally different meaning, this time using a language that was, to a certain extent, polished.

The result was an exhilarating, ironic effect that was not at all offensive, but rather could make you reflect on the issues of daily road transport and on its problems. In this context, TurboFurbo became implicitly suggested as an innovative and intelligent solution.

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1. F24 Poster 2635x2560 mm 2. F12 Poster 2680x1280 mm

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Cartellone pubblicitario (F24) 2635x2560 mm Cartelloni pubblicitari (F12) 2680x1280 mm khkhoi jhiohh nhoiiijj ii pijhkkhjhkjk jhkh kjh iooh ioo ihhuggg ugg ffuhggjkk

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Campaign

From the poster, the creative concept was then disseminated in advertising, below the line, on the web and merchandising communication.

Specifically, the media used were: 1. Dynamic signage on trains, where the formulation of the headline was redesigned to communicate the message to those who already traveled in a “TurboFurbo� way, such as rail service users 2. Detailed folding festival program, with the same look&feel on the website 3. Direct maililing, using invitation postcards 4. Merchandising, such as official festival T-shirts, to which was linked a special promotion for users of TILO (Lombardy-Ticino Regional Trains) 5. Internet, through the creation of a dedicated website (with an interactive calendar of all events and a photo gallery), a Facebook page and a web marketing campaign for viral diffusion of communications

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1. Poster 650 x310 mm 2. Poster 250x350 mm

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1. Activities Calendar, 297x840 mm 2. Reminder Flyer 494x840 mm 3. Fridge reminder

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ANCHE OGGI NON TROVI PARCHEGGIO. NON TI SENTI PROPRIO UNA GRAN TEST... ...IMONIANZA DEL CAOS CITTADINO?

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COLONNA TRAFFICO CONSUMI NO PARKING ESCI DAL GIRO! DIVENTA TURBOFURBO!

ANCHE OGGI IN COLONNA DA SOLO! NON TI SENTI PROPRIO SFIG... ...URATO DALLO STRESS?

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ANCHE OGGI NON TROVI PARCHEGGIO. NON TI SENTI PROPRIO UNA GRAN TEST... ...IMONIANZA DEL CAOS CITTADINO?

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1. White promo T-Shirts 2. Black promotional T-Shirt

SGOMMARE? SGASARE? STINCARE? ESCI DAL GIRO! DIVENTA TURBOFURBO!

ANCHE OGGI IN COLONNA DA SOLO! NON TI SENTI PROPRIO SFIG... ...URATO DALLO STRESS?

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1. Home page 2. Activities calendar detail 3. “Who we are” and “gallery” details

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Case Study

ESMO European Society for Medical Oncology is a leading Europe-wide organization committed to the advancement of specialist oncology medicine

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Situational analysis

ESMO (European Society for Medical Oncology) is a leading Europe-wide organization committed to the advancement of specialist oncology medicine and to the promotion of a multidisciplinary approach to cancer care and treatment.

Since its foundation in 1975 as a non-profit organization, ESMO has grown thanks to the participation of doctors from all over Europe, which provides its members with a fruitful exchange of information relating to cancer research.

Over the years, ESMO’s encouragement and contribution to the dissemination of applicable knowledge have allowed for the defining of therapies and resulting practices that are effectively the best for the treatment of cancer.

In this context, ESMO, fresh from a redesign of its logo, required a revision of its house style that would allow it to gain greater recognition and greater visual continuity across its own collateral. The aim was, strategically, to improve its own impact in the sector and to be one of the most important protagonists in the field of cancer research.

For this reason, ESMO issued a creative tender to assign the development of its own house style to a new agency. The timing of the whole operation was extremely limited, given that it was necessary to create all the collateral with the new identity in time for ESMO’s annual congress, which was to be held shortly thereafter.

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Communications strategy

The philosophy of the association had to be encapsulated in a single key visual, to complement ESMO’s new logo, conceptually sound but not very distinctive in identity. It needed a clear, simple and easily recognizable image, which could be used on the widest number of online and offline media, including exhibition collateral.

Ander Group’s creative proposal, which ended up as the winner, was based exactly on a concept that acted as a metaphor for ESMO’s fundamental characteristics. From this concept a simple image was born, of a solid grasp and above all of extreme flexibility.

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Media Planning

ESMO’s activity is focused on the organization of three types of meeting between its own members and sector operators, subdivided by attendance: symposia, which have a few hundred guests, conferences, which have a few thousand and above all congresses, which welcome over ten thousand participants from all over the world.

Precisely for ESMO’s annual congress, the most important event organized by the association, it was necessary to prepare the collateral with the new house style.

In particular, two types of collateral were necessary for the congress: the generic type for the whole event location and the specific type for the three stands dedicated exclusively to ESMO. The generic collateral had to refer to the institutional communication of the association, by insisting on messages that would drive the acquisition of new members. Another subject of institutional communication were the awards made available by ESMO for the most distinguished researchers in the course of each year. In this case, the collateral would have been expected to be an Awards Wall, an entire wall on which pictures of the winning doctors in the previous edition of the prize would be shown.

The exhibition stand collateral would be set up mainly consisting of posters relating to three topics: membership or the acquisition and maintenance of the association’s members, the promotion of congress activities and fellowship, with training activities specifically targeting young oncologists.

In addition to preparation for ESMO’s annual congress, the house style would be used on a wide array of offline collateral (such as envelopes, cards, vouchers and much more) and online ones (such as banners, animations, screen savers and slide shows).

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Budget planning

The budget planning was based on a price list established in advance in accordance with requirements. For the creative matters the client requested each time specific estimates.

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Proposal 1

The “stamp� proposal concentrates on the usage of two intersecting circles, the bigger one representing ESMO and the second and smaller one standing for ESMO’s stakeholders.

The round shape has been chosen because it recalls many elements used within the field of medicine and scientific research such as the cell in general or laboratory flasks.

The bigger circle is then used for containing claims or headlines specifically oriented to the objective of communication.

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1. Corporate Brochure, cover page (220x300mm ) 2. Corporate Brochure, facing pages “forward�

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Corporate Brochure, facing pages with stamp and headline Poster ”Symposium” 700 x1000mm Poster “Impakt” 210 x 450mm

Proposal 2

The objective of the “pattern proposal” was to express ESMO’s scientific know-how. The patterns have always a cellular element in the background reconducting the spectator to ESMO’s core business: research and know-how diffusion in the field of oncology. The end result is a scientific and structured web trying to “explain” and contain cellular disease such as cancer.

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1. Corporate Brochure, cover page (220x300mm) 2. Corporate Brochure, facing pages “forward�

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Corporate Brochure, facing pages with stamp and headline Poster ”Symposium” 700 x1000mm Poster “Impakt” 210 x 450mm

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OCTOBER

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37 ESMO CONGRESS Wien, Austria

Visual implementation

Given that ESMO is comparable to a kind of large planet around which, like satellites attracted by the force of gravity, the individual doctors rotate, Ander Group originally prepared a graphic proposal based on two tangential circles, one much smaller than the other. The image recalled the silhouette of a satellite juxtaposed with a planet.

Then working further on the concept of “dialog”, the main characteristic of the philosophy and work of ESMO, the image of the two tangential circles evolved into that of a “balloon”, the “speech bubble” typical of comics.

On the front or on the cover of each piece of collateral, the main contents of the message would be contained in this speech bubble. Using two bubbles at a time, a truly imaginary dialog could be represented, in which the intended message could be presented in a clear way.

The use of this key visual, with content and different colors depending on the context, has allowed for the creation of ESMO’s house style.

The other graphic element that also characterized each piece of collateral was a white strip at the top, with the association’s logo and a coloured strip at the bottom, with specific technical information relative to each message.

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Composition example “dialogue boxes�

Dailog boxes shape propositions with focus on chosen solution

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ESMO Logo: always top left with white background

Important information have to be put in a maximum of 3 dialog boxes

One big background picture depending on specific tool

Watermark strip, 60% of main color

Strip with secondary information split onto two columns

Background picture

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1. Style Guide and construction guidelines for posters, cover pages, flyer, ...

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Cancer Biology Symposia Nice, programme cover 210 x 297mm Cancer Biology Symposia Nice, F200 poster IMPAKT Breast Cancer Conference programme cover 210 x 297mm

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IMPAKT Breast Cancer Conference, poster 700 x 1000mm EMCTO European Multidisciplinary Conference in Thoracic Oncology, poster 700 x 1000mm

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EMCTO European Multidisciplinary Conference in Thoracic Oncology HTML Newsletter, 600 x1200px Homepage Banner, Cancer Biology for Clinicians, 600 x170px ESMO clinical practice guidelines HTML Newsletter, 600 x1200px 35th ESMO Congress, Milan iPhone and Smartphone icons

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Membership

One of ESMO’s most important divisions is the one dedicated to members.

The activity aims to manage existing members on the one hand and to acquire new ones on the other. To distinguish and best express this part of the activity, it was decided to make use of a tree whose leaves resemble the shape of the comics already used for the house style.

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ESMO TRIAL MEMBER

1. Graphic elements research for the Trial Members look & feel 2. Shape morphing of the dialog box into leaf and consequent tree visualization

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Trial Member, temporany card, 85x55mm Trial Member, bookmark 85x188mm Trial Member calendar cover, 70x100mm Photography summarizing variuos trial member communication tools

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1. ESMO Member Brochure, 148x210mm 2. ESMO Member Voucher, 70x120mm,

5 colour variations 3. ESMO Member cover and internal page, 148x210mm 4. ESMO Member Temporany card, 85x55mm

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New ESMO Member Poster, 1250x1800mm Milano Congress 2010, Free Membership Poster, 900x1300mm Milano Congress 2010 Free Membership Poster, 650x1000mm Milano Congress 2010

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Shooting ESMO Fellowship Brochure shooting at IOSI Bellinzona, Laboratory of Experimental Oncology

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Shooting ESMO Fellowship Brochure shooting at IOSI Bellinzona, Laboratory of Experimental Oncology

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1. ESMO Fellowship Brochure, 210x148mm 2. ESMO Fellowship Brochure, facing

pages, 210x148mm 3. ESMO Fellowship Brochure,

facing pages with photographic detail

on researcher, 210x148mm

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35TH ESMO Congress Milan

ESMO’s activity culminates every two years in the organization of its own congress, which hosted, between the 5th and the 8th of October in Milan, more than 15,000 specialists in the area of oncology medicine. For the occasion, ESMO’s house style was complemented by a photographic dimension designed to emphasize the dialog evoked by the comics and to bring the audience closer to ESMO’s activity.

welcome to th 35 ESMO Congress

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