Advanced Instruments, a global supplier of laboratory instruments, required a flexible, cost-effective strategy to maintain brand recognition while introducing new products. The effort required the communication of each product’s unique value proposition in an integrated, highly recognizable graphic design. In addition, the client wanted to leverage the concept for lead generation through direct response and other projects.
TW developed a series of small-format space ads that allowed for highfrequency insertions in global laboratory publications. The brightly colored ads were designed to grab attention in cluttered trade magazines and quickly project each new product’s key selling point. The creative was applied to direct response mailers that announced product introductions at major trade shows. The campaign was successful in generating a record number of leads.