NOVAVAX
An International COVID-19 Vaccine
A Global NOVAVAX COVID-19 Vaccine Campaign
The vaccine company NOVAVAX developed a unique COVID-19 vaccine called NUVAXOVID, now entered into the global market. One of the largest and most challenging projects, this ongoing international campaign extends from endless rounds of concept strategy (varying for healthcare professionals and patients), to repeated message testing with doctors and medical scientists, to fact checking according to each country’s standards, to garnering approvals from various governments, to each individual global asset.
The assets involved in this project are too expansive and continually growing to include on this page, but they involve: branded website, unbranded website (varying each according to national standards and translations), downloadable materials for healthcare professionals (HCPs), fact sheets, banner ads, journal ads (clinical, branded, unbranded), social ads and posts, emails and international announcements, and so on.
About the Vaccine
NUVAXOVID varies from the other COVID-19 vaccines on the market by using a subunit protein technology, which has a long history of use in vaccines such as HPV, influenza, and hepatitis B. Other COVID-19 vaccines use a newer mRNA technology (Pfizer, Moderna), or viral vector (Johnson & Johnson).
NOVAVAX considers their technology a unique asset to their campaign, as no live or full virus is entered into the body, taking into consideration vaccine hesitant populations. The vaccine also has forgiving shipping and storage requirements (i.e. no freezing required).
Concepts & Strategy
Positioning NUVAXOVID in the global market
Unbranded Campaign
In the unbranded campaign, NOVAVAX aimed to introduce themselves to the world and position themselves along the timeline of COVID. But NOVAVAX faced some challenges upon entering the global market. For one, they entered late — long after the other COVID-19 vaccines had already become available. They needed to position themselves as the solution at this time in history; that is, a time after the global pandemic had already began to ease.
These are just some of the concepts considered for the unbranded campaign:
Final Unbranded Campaign
The winning campaign, “We focus on this, so they can focus on that,” was created into the first unbranded global website. See the full website here.
Some Unbranded Assets: Banner and Journal Ads
Branded Campaign: Nuvaxovid
In their branded campaign, it was time for NUVAXOVID, the vaccine itself, to find its footing.
As NUVAXOVID was entering into a market in which many other COVID-19 vaccines were already used and trusted, it was important that the branded campaign focused on what made NUVAXOVID different. Some of these angles were:
Introducing NUVAXOVID as the final step to complete COVID-19 protection (as a booster or second/third dose)
Address vaccine hesitancy by highlighting the protein subunit technology, which does not require live virus to enter the body, and the fact that this technology has already been used for decades in highly trusted vaccines (HPV, the flu).
Speaking to the overwhelming task of fighting COVID-19 being put upon healthcare professionals by focusing on ease of storage and transportation (no special refrigerators are required to store NUVAXOVID).
Some of the many initial branded concepts from the first rounds of concepting:
Branded Campaign: Final Rounds (still ongoing)
Other NUVAXOVID Assets: Downloadable PDFs for HCPs
Downloadable, patient-friendly cheat sheets for healthcare professionals to use on a daily basis.
(And much, MUCH more of this 2+ year long international campaign!)