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An eye-catching product launch for lens manufacturer Rayner
A case study by Create Health
CHALLENGE
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
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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
Downloads
RayOne
PDF File: 1.4 MB
Company Details
Create Health
0845 8120 206
Address:
The Penthouse
4th Floor
15 Colston Street
Bristol
BS1 5AP
United Kingdom
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