SAY GOODBYE
The situation: Peripheral atherectomies are complicated procedures, and doctors never really know what they’re going to encounter when they go in. To prepare for any eventuality, they’re forced to keep a suite of devices on hand, ramping up cost, complexity, and stress levels. Our client—Angiodynamics—had developed a game-changing device, a single tool with the features to handle whatever complexities arise in-vessel.
The insight: The space is saturated with devices all fit for different purposes, but one thing unites them—they all look, feel, and advertise themselves like power tools. We quickly realized that because we were a single tool that can handle anything, we beat them on technology. If we stood out and made a clear, compelling case, we’d win the market.
The solution: As the old saying goes, when others zig, zag. Rather than follow the crowd with our name and campaign, we broke the mold. Instead of a portmanteau of tech words and glamour shots of the device, we developed a brand and campaign that focused on a promise to doctors: no matter what you encounter, this device is the one tool you need.
AWARDS
2021 ADS OF THE WORLD FEATURE - Nov 17
2021 MANNY AWARDS - Best Medical Device
2021 MANNY AWARDS - Nominated for Best HCP Print Campaign and Best HCP Web Campaign
2021 PM360 TRAILBLAZER AWARDS - Best Professional Campaign - GOLD
2021 WEBBY AWARDS - Best Home Page Honoree
2021 B2 AWARDS - Best Integrating Marketing Campaign - GOLD
2021 B2 AWARDS - Corporate or Brand Website - GOLD
2021 B2 AWARDS - Product Launch or Relaunch - GOLD
2021 B2 AWARDS - Print Advertising - GOLD
2021 B2 AWARDS - Lead Generation: Small to Midsize Business - BRONZE
2021 APEX AWARDS - Devices - GOLD
CREDITS
Illusion CGI Studio - https://www.illusion.co.th/auryon
