The bioproduction division at Life Technologies needed to create a unique identity and global messaging platform that would cement its place as a major player in the formulation and manufacture of biologics-based therapeutics and vaccines.
Market research revealed that in this secretive industry, peer-to-peer collaboration is almost non-existent, leaving customers yearning for partners who are willing to work with them and freely share knowledge. That’s why HDMZ developed the “It Takes One Pro to Serve Another” campaign.
The crisscross headline allowed for two messages to be communicated at once. Original photography of scientists, representative of key customer demographics around the world, helped Life Technologies sales and marketing teams efficiently localize the campaign by region.
The campaign was so successful that it now enters its third year. It not only has enabled the division to exceed all objectives for awareness, sales and market share, but it has become a flagship campaign within Life Technologies for other divisions to emulate in its structure. In addition, the campaign drove more than 27,000 Facebook “likes” and almost 6,000 Twitter (@Molecule2Market) “followers” since 2012.
Agency: HDM ZOOMEDIA – USA/ Chicago / California