Tiago Pinto

MabThera AlerTha - To defend maket leadership, Roche gathered an entire parmeceutical representative team inside a submarine.

Challenge:
To gather and alert the Roche sales team and prepare it for the big challenge ahead - the launch of a competitor to Roche’s product - MabThera, a medicament for the treatment of lymphoma.

Idea:
To get to know the enemy and prevent any advances to the leadership of the market, we developed a team meeting inspired by the maneuvers of naval intelligence.

To make this even more realistic and impactful, we held the meeting at the NAVAL BASE OF ALFEITE.
We devided the needed information for the sales rep to defend from the competition across different areas of the base.