ZenoTOF 7600 and Zeno SWATH
SCIEX (Boulder group)
3D Animation | Branding | Immersive event
My role in the project: Creative concept, copywriter, and art director.
How to convince scientists to spend $1,000,000 on new gadgets for their labs…
SCIEX are a giant in the Life-Sciences sector, leading the way in molecular analysis technology. Their continuous technological advances continue to revolutionise research and development within genetics, medical and pharmaceutical fields, and their accurate Mass system played a crucial role in the development of a COVID-19 vaccine.
Despite bringing regular world-changing innovations to market, the life sciences technology category is prone to underwhelming when it comes to launching their latest products.
SCIEX wanted to revamp the branding and marketing of their latest accurate mass spectrometry instrument, the ZenoTOF 7600 and Zeno SWATH Data Independent Acquisition, game-changing innovations in the molecular analysis industry.
The ultimate ambition was to be seen as market leaders in the quantification of molecules across all platforms.
Creating an Immersive Digital Experience
Not content with building the typical landing page experience, we set about developing a fully immersive hospitality suite. Here, users could explore the intricate details of the product while also diving deeper into the ethos of the company.
Creative (Zeno SWATH DIA)
Following the hugely successful launch of the ZenoTOF 7600 instrument, SCIEX had the opportunity to accelerate their credentials in accurate mass and re-establish themselves as market leaders in biomarker discovery with the implementation of their Zeno SWATH DIA technology.
Launching at ASMS, the annual global showcase for mass spectrometry, we subverted the typical product launch approach. Rather than focusing on the product features, we took audiences on a conceptual journey of discovery, helping them understand the wider context and potential impact of this innovation on the field of biomarker research.
Activation
The campaign launched across multiple channels, including YouTube, Facebook, and email, driving to a product-specific landing page where prospects could navigate additional details and request further information.
The content had further visibility across SCIEX’s wider web presence, industry events, and the annual keynote product reveal.