Working with the Ethicon Wound Closure team, Oui3 developed a dynamic launch campaign for Ethicon PROLENE® Polypropylene Suture with HEMO-SEAL™.
We coined the phrase ‘There are times when leakage can be critical,’ which became the main message for the campaign and aimed to communicate the vital role of the product.
The campaign began with a series of emailers which were developed to highlight the key product features and disseminated to the internal team on the lead up to the launch. This aimed to build excitement and momentum for taking the product out into the market place.
Product leaflets were produced for EACTS depicting the campaign branding and contained branded blood bags to provide a tactile demonstration of the headline.
With a little inventive thinking from the Marketing Team at Ethicon, the blood bags were developed into demonstration units for HEMO-SEAL. Illustrating how the needle perforation results in minimal blood loss.
The worldwide team has now adopted the overall campaign message, with the brochures being reproduced for use in the US.