External Communications
“Obsessed with CT” energised the Philips CT brand, giving it a distinctive attitude and identity.
Once a leader in CT imaging, Philips needed to strengthen belief among sceptical decision-makers in a crowded category saturated by innovation claims.
The campaign focused on human qualities behind CT – dedication, care and craft. Three stories followed a sculptor, gardener and cake-maker, each obsessively shaping their work into a CT scanner.
Launched globally across paid, owned and earned channels, from a Philips event to product reveals at RSNA, the campaign delivered 805 MQLs and gave Philips a campaign built on something rarer than innovation: obsession.
Judges’ comments
This campaign broke the mould to show the dedication and craft in its product, eschewing the typical technology imagery commonly used in CT films and instead using gardening, sculpting and cake-making to embody precision and care. And with this departure from the norm, great insight about the perception of “new innovation” was crucial in achieving the goal to win over internal stakeholders as well as external customers. By combining clear vision and objectives in a compelling story, strategy was clear and well understood with both creative AND engagement planning, as well as execution. The follow-through on objectives was all very visible in terms of quantitative impact and sales.
Judges absolutely loved the different angle, which was different, memorable and had clear impact on business. They specifically appreciated the abnormally straight line from objective, to tactic, to commercial bottom line – the results of which spoke for themselves with evidenced causation, not just correlation. A near-perfect entry, only a little more qualitative customer feedback would make this perfect. It would be so interesting to specifically measure the change in perception of Philips that came from this paradigm shift in branding, beyond the engagement metrics and lead generation. But from a campaign impact perspective – attracting 50% of the weighting in this award category – judges deemed this entry by far and away the best, and a generally outstanding submission. When put together with the perspectives of effectiveness and outside-the-box innovation, this was a clear Gold.
Henry Carter, Medscape Global
Across congress pre-launch, launch and beyond, “We See You” was an integrated external communications platform creating consistent and meaningful engagement across multiple touchpoints. The aim was to rebuild trust, connection and positive perceptions of AbbVie amongst influential ECPs, following AbbVie’s 2020 acquisition of Allergan.
At ESCRS, a powerful manifesto and bespoke visual recognised ECPs whilst boldly announcing AbbVie’s commitment. Motion-sensing technology invited delegates to be part of the artwork. ECPs’ unique challenges across retina, glaucoma and ocular health were acknowledged under one message. Follow-up communications included emails and a toolkit for affiliate adaptation. Strong impact amongst ECPs was demonstrated quantitatively.
Turning clinical trial experience from insight into action.
Drawing on original research with hundreds of trial participants and site professionals, Cuttsy+Cuttsy uncovered the human moments that shape experiences across the clinical trial journey. Rather than stopping at insight, the team developed an integrated external communications programme spanning thought leadership, industry engagement and “The Experience Gap” – an interactive digital resource designed to turn evidence into practical action.
More than a campaign, it became a catalyst for industry conversation, helping sponsors, CROs and research sites better understand the moments where trust, engagement and trial success are won or lost.
