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Breathing life into a vision
BD Kiestra - product launch campaign
The future
is now
Request
Increase traction among your target audience
BD has an extensive portfolio of automated microbiology solutions. They wanted to change their focus from feature-driven movies, to captivate their audience with an emotionally driven message, linked to their brand and mission.
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The human touch as a key for success
True north
A shift from functional to emotional
Our strategic approach focused on amplifying the significance of BD's laboratory innovations and their profound impact on patients' lives, highlighting the critical sense of urgency. We consistently linked these innovations to the dedicated technicians and the laboratory, showcasing their pivotal role in managing critical situations. Through an overarching narrative, we aimed to reinforce BD's brand purpose and its commitment to making a meaningful difference.
Taking care of each and every life we touch.
Ideation
Switching to a different point of view
We aimed to shift from the traditional perspective to an unconventional one, exploring the convergence of two worlds: the workings within our bodies and the internal mechanisms of BD Kiestra's instruments. Our goal was to craft a narrative that transformed the sense of urgency into a confident assurance that BD could enhance patient care with the finest instruments available.
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Creation
Transforming BD's narrative with emotional storytelling
Through our imaginative approach, we infused emotion into the narrative, diverging from the conventional feature-focused films often seen in the medical device industry. From our conceptual journey, BD recognized the potential of our imagination in advancing their story. We crafted a compelling film that presented their products in an entirely fresh light, embracing authentic storytelling and a heartfelt message. The script skillfully captured the audience's attention, leaving them both intrigued and deeply engaged as they journeyed from product to purpose.
Deliverables
Marketing strategy
Brand video
social media content
Social media ads
Website copy
Website design
Versioning
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Utilizing cutting-edge 3D imaging techniques, we brought the inner workings of the technology to life through stunning visualizations. In our process of crafting 3D content, we consistently ensure that every element aligns with scientific validation.
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By humanizing technology, you can more effectively touch the hearts and minds of your target audience
Activation
Turning the physical into the digital
With the postponement of large-scale launch events due to Covid-19, we opted to initiate a digital campaign to reach a wider audience. We developed a microsite and launched a social media campaign featuring teaser trailers and paid advertisements, all aimed at driving maximum traffic to the microsite.
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Our imagination at work
Our readiness to explore an unconventional path that BD was unaccustomed to ultimately paved the way for more emotionally authentic storytelling. This was especially valuable in a COVID-dominated world, bolstering brand awareness and setting a new standard for innovative communication approaches, opening the door to more imaginative ways of engagement.
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“It’s particularly satisfiying that the movie can even be watched without a voice-over. That’s how strong the images work together.”
- BD