Not long after rollout of this completely revolutionary product, we proposed a series of ads dissimilar to others likely to appear in the market; ads that featured cartoon art instead of product photography; ads almost guaranteed to capture attention because they look so different; ads almost guaranteed to generate comment and opinions from all sides.
Scientists and technicians in the research laboratory community are tough crowds. Only rarely will they be interested in a sea change. All claims must be proven beyond a statistical doubt, and all methodology is subjected to intense scrutiny. Change to any basic laboratory process is a tough-sell; the latest and greatest products are likely to be considered unproven, untested, and unreliable. Gimmicks are not welcome because research parameters and processes are so stringent; it is simply too easy to contaminate a study, and that can be calamitous. Not only because of the wasted research dollars, but also in delay and lost opportunity. The compromised data might have been the key to reaching the market sooner with a vital new treatment that might have more quickly reduced human pain and suffering. Researchers and toxicologists are not easy to convince, and with good reason.
To this very serious subject, we proposed injecting some small degree of levity in the treatment of the ad art, and playfulness in the headlines and supporting copy. And in the process of raising product awareness, and telling the story of the truly revolutionary Hydropac® system with this very popular and effective campaign, we raised a few eyebrows and educated some very well educated people while having a bit of fun and generating very welcome client-friendly product buzz.