The assignment was to educate current customers about a new generation of a line of medical tests. The earlier generation of these tests was called “Xpert” and the new generation was called “Xpress,” to highlight the fact that the new versions of the tests provided results almost twice as quickly .
The campaign need to not only inform customers, but also an internal audience and medical product distributors about the improved performance of the new generation of these tests.
Our main objective was to create clear and concise messaging to convey the differences between the current and new versions of the medical tests.
With the majority of the audience, we could assume familiarity with the corporate brand. Rather than design a product-based campaign, our strategy was to create messaging that addressed customer needs. The development phase was informed by a defined customer persona that we gained through customer research.
The new products are easy to use and provide answers fast, so we needed a visual metaphor to simultaneously represent speed and ease of use. The resulting design was a simple, red “Now” button; i.e., getting test results is as easy as pushing a button. The red button motif was featured throughout the campaign along with the companion tagline, “The Power of Now,” to a compelling sentiment that conveys how users are empowered by receiving test results so quickly.
Because the campaign collateral was developed from the customer’s perspective we produced messaging that they could relate to.