The brief

In Vitro Diagnostic Regulation (IVDR 2022) was on the horizon: a new regulatory basis for laboratories to adhere to regarding their diagnostic equipment and tests.

BD wanted to let their customers and prospects know that they were by their side to help them navigate these changes – plus showcase their devices planned for IVDR-compliance.

The insight

IVDR couldn’t be ignored or poorly understood by labs – it’s happening on 26 May 2022. For those unprepared, it could mean huge disruption, confusion and a loss of revenue.

Our solution

We didn’t want to simply tell customers why they should prepare for IVDR, we wanted to show them, by creating something engaging, emotive and unique.

Lift The Fog was just that – a mini-series that told the story of the Atlantis and her crew, lost at sea, to get labs’ attention and warn them of the dangers of ignoring IVDR. The stories were carefully crafted to mirror the trials unprepared laboratories could face and create a sense of urgency for lab managers. BD was then positioned as the trusted partner to help them navigate the changes.

The results

  • 68% average click-through rate
  • 78 qualified leads generated
  • Multiple awards won (including Gold Cannes Corporate Dolphin – Branded Content)
  • Season 2 – coming soon