FUJIFILM Medical Systems

Product Launch Campaign to Build Brand Awareness

Digital MarketingPrint DesignWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Our client was bringing a game-changing brand to the marketplace. As the challenger brand, where the dominant player owned a 70% market share, Fujifilm needed to gain more prominence. Our job was to create a campaign that could build brand awareness while maintaining the brand’s voice and values.
In this product launch campaign, we wanted to continue to emphasize Fujifilm Medical Systems’ commitment to innovation and to improving the lives of women through better diagnostic tools. Our approach to any campaign development is to understand the core attributes of the brand and the key market challenges. For this reason, we began with a brand workshop with our clients, stakeholders and their customers, even though we already have a deep history with and understanding of this brand. We saw this workshop as a starting point to ensure the campaign is both effective and the “right fit”.
As a result of our findings, we developed the “Meet Our Motivation” campaign, highlighting women and patients as the motivating factor for our client’s commitment to innovation and well-being.

Branding

Mood Board

Sales Support

Fujifilm Medical Systems

Campaign Development for a Broad-reaching Product Launch

Campaign DevelopmentPrint DesignTrade Show SupportWebsite Design & Development

The
Challenge

Our
Approach

The
Result

The Result Fujifilm approached D2 Creative in anticipation of the launch of a new digital mammography product. Their new Aspire low-dose x-ray technology simplified breast imaging with smart controls and shortcuts. It also minimized patient discomfort and anxiety (compared to traditional mammograms) with a flexible, slotted, and tilted paddle design. Increased detection sensitivity made it easier to capture information while minimizing the patient x-ray dose. Fujifilm needed to present these imaging, operational, and patient benefits to multiple audiences including administrators, radiologists, technicians, patients and referring clinicians. With a single, broad-reaching campaign our task was to uniquely position Fujifilm in the women’s health space.
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 allowed us to direct an appropriate, focused message to each specific audience. From Here, the “Because ____ is vital,” was born.
The Aspire campaign’s launch included a product website, email campaign, and sales kit. We also developed large format print graphics and an animated video demonstrating the innovative technology. This video was featured at the annual Radiology Society of North America (RSNA) conference, but can also be used to promote the product on social media or in client presentations. To help end users promote the product in their practices, we also developed an on-demand, innovative and customizable, 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 from the website.

Campaign Development

Mood Board

Web Design & Development

Sell Sheet

Fujifilm Bring IT Campaign

Brand Positioning Campaign for Digital Radiography Products

Branding Design & DevelopmentPrint DesignWebsite Design & Development

The
Challenge

Our
Approach

The
Result

Fujifilm performed an extensive customer research study that provided new insights into brand awareness and customer satisfaction. The results told them that customers valued the reliability of their equipment as well as their quality service and support. Our task was to incorporate these results into a revitalized brand positioning campaign for digital radiography products.
We developed a customer-focused campaign that challenged the perception that “all providers are alike.” The “Bring It” campaign defines Fujifilm as a bold, strong, confident organization that can take on any challenge, and positions their customers to do the same. The campaign was incorporated into Fujifilm’s Digital Radiography website and a series of print ads. The multi-touchpoint campaign emphasized the reliability of Fujifilm equipment and the company’s commitment to go the extra distance to maintain the service that customers expect.
We created a campaign that allowed this “challenger brand” to gain awareness and trust within the marketplace. The end result was the successful repositioning of a product to instill confidence, both within consumer interactions and throughout the organization itself. Through the “Bring It” campaign, we emphasized a message upon which Fujifilm is built: providing the best performance while offering true value to its customers.

Mood Boards

DIGITAL MARKETING MATERIALS

MARKETING MATERIALS