BACKGROUND
If you took the creative pulse on ad work done for medical device replacement parts, you wouldn’t find one. It’s no big secret that the sterilized halls of medical device manufacturers aren’t exactly filled with bleeding edge creative work.
We were tapped by Unipower, a national manufacturer of replacement batteries used for medical devices, to first create a direct mail piece. The response was favorable, so they asked us to develop an integrated b2b campaign that would spark conversation among their target audience and hopefully leave them with a positive impression. Humor was used strategically in the campaign to make a serious point—that Unipower tests each battery to ensure it works.
We seized the opportunity to do something fresh and unexpected. And more importantly, we wanted to make the bio-tech engineer’s job a bit more exciting—at least for the 30 seconds we entertained them with a comedic video.
In addition to the web video, we created packaging, and a social campaign that leveraged Jerry—the irrevocably dedicated battery tester who is the feature player in the video.
DIRECT MAIL/ACCORDIAN FOLD
INSIDE COPY:
To some people, our process may seem redundant. However, to the 42-year-old father, who is going to have a massive coronary today, our process is something to rejoice about. He’s just been given a chance to wake up every redundantly beautiful day again and again for the rest of his life.
VIDEO
PACKAGE STICKER
EBLAST
TWITTER PAGE & TWEETS
