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ORTHO VISION Analyzer:
Launch Campaign

After many years in development, Ortho Clinical Diagnostic’s new ORTHO VISION Analyzer was ready to launch. We were brought in by 2nd Spark Consulting to design an integrated campaign that would differentiate the product and build excitement both in the marketplace and within OCD.

This global marketing effort included a red carpet launch event with video introduction; a new patient-focused ad campaign that expands on existing brand standards; sales and marketing materials; a welcome kit; a spare part kit; and a new brand book including campaign guidelines for easy translation internationally. We also did the retouching of the instrument photos. Our work won two Dx Creative Communications Awards: 1st Place Print Campaign 2015, ORTHO VISION Analyzer One Word Campaign and 1st Place Product Packaging 2015, Welcome Kit for the ORTHO VISION Analyzer.

About This Project

Print Ad

OV Print Ad

The big idea was to introduce “One Word” that defined a quality of the new ORTHO VISION Analyzer and its relationship to the patient. The challenge was to make it work within the existing Ortho Clinical Diagnostics brand.

 

OCD Original Ad
Original Ad

Fitting the “One Word” into an already-crowded visual space was not easy: existing ads featured a black-and-white patient photo, a blood bag, the OCD logo, plus body copy and legal. That’s a lot of elements already. And we still had to add the “One Word” and a beauty shot of the instrument.

Our solution was to create a lock-up with the “One Word” and the bloodbag, adding texture and dimension to the letters to play off the feel of the blood bag. Since this campaign was going to be translated globally, we used only native InDesign effects so that the “One Word” could be changed on the fly without requiring additional design time. By applying a 12×12 layout grid to the ad—as well as all other materials—we ensured harmonious placement of the page elements.

Brand Book

Brand Book - Cover

Launch Playbook

Launch Playbook - Cover

Launch Playbook - Contents

Roll out the Red Carpet

OCD Banner
Promotional Banner at OCD Headquarters

Movie Poster
Movie poster Teaser for the Red Carpet Event

Outdoor Event Banners
Outdoor banners to build anticipation at OCD Headquarters

Event Invitation
Invitation to the Red Carpet Launch Event

Opening Video

Retractable Banners
Retractable Banners throughout OCD Headquarters

Event Guide
Red Carpet Event Guide

OV Red Carpet Swag
Swag Bag

OV Raffle Quiz
Raffle Entry Cards

iphone750
Raffle Prize

OV Tee Shirt
Tee Shirt

OV Banner
Promotional Banner at OCD Headquarters

Posters

Sales Aid

Sales Aid - Folding Infographic
Graphic continuity across pages

PowerPoint Template

Welcome Kit

Welcome Kit

Support Details

Icons

Detail Collateral

Product Catalogue

Spare Parts & Tool Kit

Spare Parts Kit
Spare Part Map

Antibody Index

Antibody Index