TRADJENTA is a prescription medicine that
is used along with diet and exercise to lower blood sugar
in adults with type 2 diabetes. TRADJENTA is not for people
with type 1 diabetes or for people with diabetic ketoacidosis
(increased ketones in the blood or urine). It is not known
if TRADJENTA is safe and effective when used with insulin..
Objectives:
This was a multi-media event where BI used many outdoor media
and guerilla marketing to introduce and launch their newly
FDA approved diabetic drug called Tradjenta during highly
competitive ADA (American Diabetes Association) convention
in San Diego.
Strategy:
40 pedicab advertising with 12 of them being fully wrapped
with canopy panel dominated heart of Downtown San Diego and
surrounded Convention Center for 4 consecutive days up 12
hours daily. Promotional “make a wish” coins were
distributed to direct attendees to Tradjenta’s booth.
Results:
Successful convention advertising campaign crated
product and service recognition through the use of fully wrapped
branded pedicabs. 
