Inspiring researchers to find the impossible with a next generation solution

The Challenge

BD are infamous within the immunology and flowcytometry space but there is little awareness of their unique multiomics offering.

UNRAVELLING THE INSIGHT

The BD Rhapsody is a unique machine offering ground-breaking in-depth analysis allowing researchers to look deeper into single cell populations than ever before
It meets an inherent desire of scientists; to have real potential to discover new insights or prove the existence of revolutionary cellular populations that no one has discovered before

How could we put them on the map for this, and fast?

THE STRATEGIC RED THREAD

Disruptively demonstrate how BD can help them scientifically turn theory into fact.

To create cut through we used the analogy of a well-known mythical creature whose existence has never been proven – and brought him to life!

Bigfoot was the perfect way to communicate to researchers that they could literally ‘find the impossible’ with the Rhapsody.

Working with movie SFX teams a series of light-hearted, memorable images of Bigfoot in everyday situations alongside scientists were created. Instant communication of the ultimate product benefit, high recall and brand differentiation all in one campaign.

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“I’ve been impressed by Create Health’s ability to completely understand our business, our goals and what we want to do… and then come back with great fresh ideas and concepts time and time again”

CORMAC SMYTH Associate Marketing Director IDS

WEAVING THE THREAD

This hugely powerful narrative, rooted in audience and product insight, has given us a disruptive platform with longevity. The campaign included digital, press and social ads alongside shareable films and a competition. All activity drove prospects to a dedicated online space where they could ask for more information and start their journey to discover the unimaginable