Positioning a product very differently so that all eyes were on it at launch



RayOne is the first fully preloaded IOL injection system where the injector and lens were designed as one. The result? An injector that boosts the smallest nozzle 1.65mm and a unique lens rolling technique that ensures more consistent results. The problem? Picking the most compelling feature to hero so that we made a real impact at RayOne’s launch at ESCRS 2016.

Our solution?

To gain maximum stand out in the market, we focused on the patented IOL rolling feature of RayOne. We branded this element ‘Lock & RollTM’ and supported it with the campaign line ‘Not everyone can do this’. This bold statement was brought to life through contortion artists for an integrated campaign that was as unique as the product itself.

Project scope

  • Fully integrated product launch campaign
  • Salesforce toolkit
  • Exhibition stand with performing artists
  • Packaging design
  • Content – social posts, animations, surgeon interviews & white papers