Challenge the Status Quo with a Product Launch Campaign
Services: Campaign Development, Print Design, Website Design & Development
The Challenge: Our client wanted to position their new mammography product as a challenger and a game changer. In this product launch campaign, we wanted to continue to emphasize their commitment to innovation and to improving the lives of women through better diagnostic tools.
Our Approach: We always begin campaign development with a workshop with our clients, to understand the core attributes of the brand and the key market challenges. Even in a case like this, where we already have a deep understanding of the brand, this workshop is a starting point to make sure the product launch campaign is the “right fit.”
The Result: The “Motivation” campaign features patients as the motivation for our client’s commitment to innovation. Messaging like “Challenge the Status Quo,” and visuals with strong contrasts and a limited color palette, make it clear this is something different: a leader and a challenger. Using these elements we developed new pages for the product website, display ads and printed sales materials.