Story Worldwide has worked with LifeScan, the diabetes division of Johnson & Johnson, since 2007, bringing our story-telling approach to marketing to bear on multiple projects across all media.
From the packaging, to websites, to patient log books, videos, point of sale materials and exhibition stands, we've developed striking blood glucose meter campaigns that speak directly to the consumer. Our editorial-centric marketing programme has helped raise the profile of LifeScan in the consumer market, increased sales exponentially and resulted in greater customer engagement.
Drawing on our experience with consumer brands, such as Bang & Olufsen, Lexus and Sony, we've delivered a strategy that has helped position LifeScan as a leading player in a market traditionally slow to embrace new media and collaborative marketing ideas.
ULTRAEASY CORE CONCEPT
In May 2007, Story pitched for the LifeScan account. The brief was to create an A4 print ad to promote the launch of the new OneTouch UltraEasy colour meter. We were provided with the tagline "Life is full of colour. Which one is yours?" and from this decided on a concept based on liberation, excitement and energy. Our strategy was to market the meter not as a medical product but as a desirable consumer electronic good.
As end-consumers are increasingly informing their own health care requirements, a campaign that considered both emotional and rational motivations was essential.
Accordingly, we selected an image style created using an innovative photographic technique called "camera toss" as the bedrock of the campaign. Using a long shutter speed, this technique creates a swirl of light, symbolic of the energy, freedom and vitality provided by the meter. The ads tested incredibly well (the best in LifeScan's history) and thus began a long and successful relationship between LifeScan and Story, as we executed this concept through media.