The task:
Development of marketing communication
for a new company within the vascular surgery, marketing „vascular grafts“ to an almost saturated market, at a very late point of entry to this particular niche-market. The product-line consisted of „me-too“ products, for which we had the pleasure to create of a new campaign.The company's name ís „Jotec GmbH“, developing and marketing vascular medical devices.
It was an amazing exercise as we joined forces with the company’s marketing- and sales management–team to analyse all visuals, copy and slogans from the different competitors in order to come up with unique ideas. An awe-inspiring process where we had our brains running hot and ideas float – looking at a wall with brochures of all competitors like tapestry, giving us daily food for our creative process.
The essential purpose for vascular grafts is the replacement of natural arteries after failure, simply to restore the blood flow! (and in most cases avoid amputation of extremities)
Our final idea for the differentiation and positioning against all other competitors came up all of a sudden when we found the simple but striking expression for the late newcomer's guiding theme of their campaign: "Flowpower"
The keyword created by our team has now served "Jotec GmbH" for 7 years and is of a timeless nature within the context of vascular implants.
The task:
