No one in the IVT category was doing digital and most of the pubs couldn't take an animated gif—until we nudged them. These banners had color, a fun attitude that stood out, and helped create a personality for the brand. They drove to a landing page that paid off the offers.
The Analytical Services/Lab Testing division was faster and more accurate than competitor labs. We got attention with our banners that showed we understood the frustrations of the industry.
Print ads supported banners.
For the Rapid Detection division, I developed playful poster-based direct mail that resonated with both prospects and existing customers. The creative humorously called out the outdated, century-old testing methods still used in the industry, positioning Celsis Rapid Detection as the faster, more accurate, and more reliable alternative.
The response was strong—prospects engaged, and current clients actively requested copies.
We rolled out simple color-branded ads in trade pubs, created matching banner ads that drove to a landing page we called KEEP IT MOVING LEANER. The page had a calculator feature that let people see their savings using Celsis Rapid Micro. (Banners were SWFs and can't be converted to show here.)
Ads, banners and direct mail all drove to this landing page. We tracked clicks, number of unique users of the calculator, which required an email address to get results, and white paper downloads. They all went into the CRM funnel for email response. We had a "tree" for our email campaign that showed us who responded to offers and what type of offers moved them.
We even created a "fake" cover for Industry Week magazine that targeted pharmaceutical lab manager subscribers. From the snippets of what was "inside" to the design and overall magazine headline, we spoke to the target's concerns. Inside the cover was our own article and our ad on the back coverSubscribers who were in our pharmaceutical target niche were the only ones who got this version of the magazine.
The inside cover was our Thought Leader article from Celsis' CEO.
Rapid Micro Dairy Trade Show Campaign
For Rapid Micro Dairy (a division of Rapid Micro), I led the development of a high-impact trade show campaign designed to drive sales. The campaign centered on the tagline “Smart looks good on you,” a playful extension of Celsis’ brand line, “Smart science for smart business.”
For Rapid Micro Dairy (a division of Rapid Micro), I led the development of a high-impact trade show campaign designed to drive sales. The campaign centered on the tagline “Smart looks good on you,” a playful extension of Celsis’ brand line, “Smart science for smart business.”
The concept came to life through an interactive booth app (Einstein Me), Einstein-themed mirror clings, and bold booth graphics featuring Cowstein, an Einstein-inspired dairy cow.
Result: Top honors at the National Business Marketing Awards (BMA).
Trade show Banner up.
Einstein Me App created especially for the trade show. People could come to booth, use our iPad and Einstein themselves. We'd send their picture to them vial email, thus capturing email addresses. Those people then were given access to download the App on their phone/ipad. We also gave away an iPad at the booth.
This mirror cling invited people to see how they looked "Einstein Smart."
