ultracert product launch campaign
Client: Alcon
Background:
UltraSert is a product/tool used to deliver/ transfer perfectly/ accurately a Pre-approved IOL in the capsular bag during cataract surgery.
What does an Eye Surgeon want?
An Eye surgeon would always want to have:
1. Perfect control/command on the tool he/she is using
2. Perfect accuracy of the tool
3. Maximum advantages/benefits of the tool
4. 100% positive Results
Services provided
- Research
- Interviews
- Graphic Design
- Branding
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Campaign Marketing Strategy
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Campaign Launch Strategy
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Campaign Marketing collateral
- Project management
Concept
We’ve used this visual because the concept behind this relates to our product directly. Diamond is a precious and delicate stone so is the Eye. This picture shows a Jeweller using a Tweezer (tool) to place a diamond perfectly in a ring or jewellery. We have linked this concept with the placement of IOL in the eye and the tool required to do so is UltraSert. Eye is the most precious and delicate part of the body and in cataract surgery the most important part is to place the IOL perfectly and accurately in the capsular bag without any error or risk.
This elaborates very well the use of the product for such a delicate and precise job. This visual is going to be the main visual of the campaign. The following visuals will explain the advantages/benefits of the product in detail. We have series of visuals where each visual represents each benefit in a Grand manner to highlight details/features of the product. The treatment is corporate and visually achievable to convey the message. The colors used are Alcon Brand colors related to Surgery. The backgrounds give a very neat, clean and sterile look.
Hence the BIG IDEA is product positioning at a higher level and brand development. Ultimately this shows the commitment of Alcon with its Mission to always deliver quality and innovative products. Also Enhances the reputation and perception of Alcon as the world leader in eye care.
Target Audience
Eye Surgeons
Campaign Objectives
1. Launching the product at good scale
2. Better product / features awareness
3. Getting good results / sales
4. Distinctive edge over competitors
5. Achieving Milestones in the official launch
6. Getting an unforgettable experience
