APPISTRY

AYRRIS™ BIO LAUNCH CAMPAIGN

Keeping the message bold and simple to introduce life science researchers to an advanced new analytics solution.

The Challenge

Ayrris™, by Appistry, combines high-performance computing and cloud architectures into automated analytics solutions that quickly process huge amounts of data into actual answers. Appistry was looking to extend Ayrris™ into new markets and specific industries, starting with the life sciences. Life science researchers have a lot of preconceived notions about the complexity of this sort of data processing — how difficult it should be, how much it cost, how long it should take. 2e's challenge was to show them that Ayrris™ / BIO offers a new solution, so they can do what they do best, better, faster and cheaper than they did it before.

The Strategy

Obviously, with all the technology in play, it can be easy for messaging to get convoluted, as evidenced by the materials from many of Appistry's competitors. Life researchers need solutions; they don't need to know every detail of how it works. We needed to refine content down to its simplest form, without getting overly technical.

Accordingly, 2e worked to make both the look and messaging for Ayrris™ / BIO as uncomplicated as possible: Bold colors, strong typography. Straightforward messaging without all the technobabble. We wanted to strike a confident, revolutionary tone — almost like a manifesto — targeting different types of users, their challenges, why they should use Ayrris™ / BIO, and deeper information for those interested. After developing an Ayrris™ / BIO brand book with these tenets, we extended them out into a website, a sales aid, tradeshow graphics, and a robust social media presence.

The Result

• The website was launched on a quick turnaround for a major life science conference, helping legitimize Ayrris™ / BIO as a new player on the scene.
• The website acts as a key sales tool for a brand-new sales team.
• Ayrris™ / BIO social media has allowed them to generate a number of conversations and leads, as well as a growing presence in the life science industry.
• Remember when Aeris died unexpectedly during Final Fantasy VII? That was so sad.

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Caris Life Sciences

THINKBIOMARKERS MICROSITE

2e helped drive doctors to discover a new way to diagnose and treat cancer, by developing a comprehensive educational resource.

The Challenge

Caris is on the verge of revolutionizing the oncology industry with Caris Target Now^™, an innovative test that analyzes unique biological markers in tumors to help guide cancer treatment. Unfortunately, biomarker analysis is so cutting-edge that many doctors aren’t fully aware of its potential. Biomarkers are beginning to generate buzz among oncologists, but docs had no truly reliable or comprehensive source of information on the subject. So, to sell them on Caris Target Now, we first needed to sell them on biomarkers.

The Strategy

To get oncologists up to speed (and support those docs already using the technology), 2e developed ThinkBiomarkers.com, an educational microsite that serves as an introduction to biomarkers: what they are, how they work, and why they matter for cancer diagnosis and treatment.

Highlighting 3 common biomarkers, ThinkBiomarkers.com takes doctors through a comprehensive overview, reeling them in with a thought-provoking question that challenges the way they think about cancer treatment, then introducing a specific biomarker, with information on how it affects diagnosis and treatment, along with testimonials from both doctors and patients about the effectiveness of biomarker-based medicine. Clinical, but with a crucial human element, ThinkBiomarkers.com serves as a compelling introduction to a game-changing concept, and then subtly drives users to learn more about Caris Target Now, the tool that can help them best utilize biomarkers to help their patients.

The Result

• The site served as an important talking point and sales tool at both a major oncology tradeshow and for Caris sales reps in the field.
• Emails driving to ThinkBiomarkers.com far exceeded expectations on both open and click-through rates.
• We're currently working with Caris to create a similar resource aimed at a patient audience.

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ALCON LABORATORES

WAVELIGHT^® CUSTOM LASIK TRUTH CAMPAIGN

Using advanced QR code mobile technology, 2e created a debate among LASIK surgeons to help launch a new laser system.

The Challenge

Alcon's line of WaveLight^® LASIK technology was starting to turn heads in the ophthalmology industry, for its speed, precision and flexibility. And now, with the release of a second laser for “bladeless” LASIK, WaveLight^® had more to offer surgeons than ever. 2e was tasked with introducing docs to this new element of the system, essentially extending out existing messaging to encompass the new laser, without letting it overshadow the original technology that had won surgeons over.

The Strategy

We realized that, even when surgeons do agree on a topic, there's nothing they like more than a friendly debate over the details that made them agree. So, we decided to frame the campaign as a debate between surgeons over what they need most in a LASIK suite: speed, precision or flexibility. That way, even as they argue, they're really arguing for the same solution: the complete suite of WaveLight^® LASIK technology.

2e developed a campaign featuring 3 surgeons debating speed, precision and flexibility – each doc getting their turn on the soapbox to argue for their favored attribute, and thus, for WaveLight^®. Unique QR codes placed in print ads, emails and throughout a major surgical conference allowed surgeons to use their smartphones to view exclusive web and video content from each of the 3 surgeons, explaining the importance of the 3 attributes, and how the newly expanded WaveLight^® system provides superior performance in each of those areas.

The Result

• Surgeons at the conference buzzed about the new equipment, yet still retained the original messaging, even having their own debates about their preferred attributes.
• Users embraced the smartphone QR codes as part of WaveLight®'s commitment to continually push new and innovative technology.
• Surgeons have since been reported taking pictures of random objects in the hopes that they too would reveal hidden videos and secrets.

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Sigma^® Life Science

BIOEDITING MICRO-CAMPAIGN

2e put a futuristic spin on a classic idea to help researchers understand the potential of a cutting-edge genetic technology.

The Challenge

Sigma’s CompoZr^® Zinc Finger Nucleases are a breakthrough technology that can help life science researchers modify genes more quickly and precisely than ever before possible. ZFNs have been around for several years, but many researchers don’t realize the technology is available, or fully comprehend what it’s capable of. 2e was tasked with refreshing the CompoZr^® ZFN campaign with new imagery – to fit under Sigma’s darker, sleeker Where Bio Begins brand and new messaging – to highlight the product’s game changing, revolutionary nature.

The Strategy

Life science researchers have the skills and the expertise to do amazing things, but they often settle for outdated, time-consuming techniques and technology, not realizing there are better alternatives that would allow them to do more, easier. In short, they need the right tool for the job. To help put this story in context, 2e began thinking about skilled artisans – an artisan is only as good as their tools, and the best tools are only as good as the artisan using them.

This unique symbiotic relationship led to the development of a futuristic, slightly surreal campaign, in which researchers use cutting-edge micro-tools to perform precise modifications on genes. This focus on craftsmanship implied customization, skillful precision and tangible tools that are available now (one for each of Sigma’s 3 CompoZr^® ZFN product offerings). A spark was added as a subtle element to each ad, implying the creation of things that had never before existed. Updated messaging worked to quickly convey the potential of this breakthrough technology, and intrigue researchers to learn more.

The Result

• The campaign was used in Sigma’s largest product launch, for commoditized ZFNs, featured in leading scientific publications including Science, Nature and GEN.
• The campaign generated not only positive commentary and some social media buzz, but new leads.
• Sales in itty-bitty blowtorches have increased exponentially. But they’re so awesome, we’re not sure we can claim credit for that.

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ELSEVIER

GEOFACETS CAMPAIGN

Redesigning a website and redefining its role in the sales process.

The Challenge

Geofacets is a web-based search and discovery tool designed to support geoscientists in upstream oil and gas exploration. It delivers cutting-edge insights that empower users to perform the analysis and interpretation they need to confidently assess and seize new opportunities. Having struck new partnerships with the Geological Society of London and Wood Mackenzie, Elsevier looked to 2e for a web concept that would articulate the unique benefits of these new partnerships while reiterating the value that Geofacets brings to businesses operating in this high-stakes industry.

The Strategy

Partnering with world-renowned industry giants was sure to garner some attention. With an opportunity to broaden our reach, we keyed on the site's ability to serve as a primary source of lead generation. We paired simple, straightforward navigation with an informational video on a homepage anchored by bold visuals adapted from the product interface. Together, these elements educate site visitors and inspire trial by immersing them directly into the application and providing a clear path to engage the Geofacets sales team for a demo, quote or additional information.

Website in place, we shifted our focus to driving traffic to it. We launched a multimedia campaign that included a series of emails, landing pages and print ads, each publicizing Geofacets' new partnerships and directing people to the newly designed website.

The Result

• The campaign launched at a media and networking event held at the Natural History Museum in South Kensington, London. Attendees from around the world got an exclusive preview of the website, video and updated application interface, and an opportunity to hear from the key players from both sides of the partnership.
• To date, direct traffic to the site, unique page views and qualified leads are outpacing expectations.
• After sorting through tens of thousands of maps, our designers have begun competing in local Geography Bees, and are also outpacing expectations.

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