Finalist
An UNMISSABLE Re-launch
Summary of work
AIR™Recon DL was an innovative breakthrough in MRI (magnetic resonance imaging) for GE Healthcare. It launched the product as the world was affected by the COVID-19 pandemic and struggled to make the desired impact. Mergers and acquisitions of competitors also meant an erosion of GE’s market share. In an unfamiliar virtual world and with increased competition it identified the need to develop a market-disrupting campaign that would need to be accelerated rapidly in order to counter competitor buying cycles.
We needed a creative strategy and visual execution that would cut through and reach our target audience and beyond, a campaign that was like no other in MRI. Not only that, but it needed to be created at pace during the global pandemic, across multiple continents and countries with ever-changing COVID-19 rules and restrictions.
With agility, perseverance and flexibility, the filming, production, promotion and the successful launch of a global cinematic campaign took place in just 40 working days, from pitch win to launch event, thanks to an outstanding multi-team performance. All set against a backdrop of continued restrictions and hybrid working.
Judges’ comments
The UNMISSABLE Re-launch campaign to create and launch a whole campaign, showed excellent agility. It had impactful and compelling outcomes, with impressive metrics. It was well designed and well orchestrated by a big company putting a lot of resources behind the work.
