No antibody. No Problem.
As a leader in molecular pathology, Advanced Cell Diagnostics (ACD) develops cell and tissue-based diagnostic tests for personalized medicine. Though not first to market with RNA detection technologies, ACD offers a new option that greatly improves genetic research.
When launching RNAscope®, ACD was facing a significant challenge: to radically change the market’s perception around the then only options available: get an antibody or wait for one. Not anymore!
We developed a concept in which the researcher has a front seat view of the infinite possibilities enabled by this new technology. “The sky is the limit” expression inspired us to seamleslly place images of genes in the sky. A perfect symbiosis between science and art.
The outcomes of this campaign exceeded by far both ACD and Audacity’s expectations. The product Launch helped ACD quadruple its revenue while the integrated online and print campaign earned two awards for its strategic and artistic approaches.
HPRT1, POLR2A, PPIB, PGK: Human
ApoE + GLI1: Mouse
THE SKY IS THE LIMIT
At the core of big idea is the symbolization of infinite possibilities by merging technology (gene imagery) and the sky. Even though these images are really viewed through a microscope, the usage of the sky helps create a feeling of limitless and amazing new possibilities. We used the details and data points from those gene images as replacement for stars in constellations. The result: a deep fascination and interest to know more, to try and find out for oneself what new discoveries are now possible.
The big idea was expanded into a triple ad campaign. Through market research, we crafted headlines that spoke directly to the needs of three specific segments of RNA researchers. The campaign was a winner, elevating ACD’s position in the market while earning readership awards from The Scientist and 1st place in the 2014 Dx Creative Communication Awards.
Beyond print advertising, we created, deployed and tracked an integrated email campaign that led users directly to three dedicated product microsites, one per market segment. There, they could dive deeper into the benefits of the product through simple interactive content or by downloading detailed information in PDF format. Also, a simple online form allowed them to request answers quickly. Secret to the success: a perfect continuity in the visual experience from the email, to the landing page, to the website and irresistible calls to action.