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A Versatile Marketing Campaign Adapted Broadly

The challenge

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The challenge

Fujifilm approached us with a new product launch in the area of digital mammography. The challenge was to present the benefits of their new Aspire low dose x-ray technology to multiple audiences—administrators, radiologists, technicians, patients and referring clinicians—with a single, broad-reaching campaign that clearly differentiated Fujifilm in the women’s health space.

Our approach

D2 Creative’s first step was to take Fujifilm’s marketing team through a comprehensive campaign development workshop to understand the campaign objectives, measurements for success and core brand attributes.

Our solution took shape in “The Vital Campaign”. Using a common tagline to address Fujifilm’s diverse audiences with the tagline “Because ____ is vital,” allowed us to direct an appropriate, focused message to each specific audience.

The result

The Aspire campaign launch tactics included a product website, email campaign, and sales kit. We also developed large format print graphics and an animated video demonstrating the innovative technology to support Fujifilm’s presence at the annual Radiology Society of North America (RSNA) conference.

To help end users promote the product in their practices, we also developed an innovative, customizable, on-demand strategy. This allows imaging centers to access compliant, Aspire-branded marketing and patient outreach materials through a secure website. Once customized with their own brand identities, product owners can download or print on-demand and dropship from the website.