Demand proof

When SCIEX set out to launch its latest instrument, they knew they needed to do things differently. Bold performance claims and polished marketing rarely win scientists over, especially when they suspect the numbers are cherry-picked and the data lacks context. Instead of shying away from the scientific skepticism, we leant in, won over the skeptics and gave the ZenoTOF 8600 a truly extraordinary launch.

SCIEX have long been leaders in Mass Spec Triple Quad technology – the kings of nominal mass, you might say. However, in the ever growing sector of Accurate mass platforms they trailed in dominance to a number of key competitors. But this year, that was all about to change with the launch of the ZenoTOF 8600 system – a game changing piece of technology that not only introduced SCIEX to Acc Mass with a bang, but put them hot on the heels of the competition.

Our scientific audience are not only trained to question everything, but they are very skeptical of marketing teams claiming to have the ultimate product. But, what they didn’t know is that the ZenoTOF 8600 is everything we say it is, and we had the data to prove it.

With an exciting campaign strategy and a demanding list of over 150 deliverables needed for the launch, we developed a stunning visual treatment that heightened the 2 worlds of ‘Extraordinary discoveries’ (read: Marketing claims), executed with high end, glossy 3D visuals more commonly seen in Apple product launch marketing; and ‘Extraordinary proof’ (Read: Skeptic mindset), visualised as a stripped back, raw world of results, data and discovery. This visual concept adapted perfectly to the varying requirements of our campaign formats – a clear and simple look and feel to deliver the core message in OOH, ad formats and the keynote presentation but also deliver storytelling-like-never-seen-before-in-science for our hero product launch film and immersive experience.

At the heart of the launch was “Proof Point”. A live, immersive, multi-sensory experience where scientists could literally challenge our marketing claims in real time. With 15m LED screens, 5.1 surround sound, a Stephen Fry impersonator, and thousands of bespoke made ‘Prove It’ (Bullshit) buttons in their hands, we let our audience demand the proof behind our claims even trigger the ‘ultimate proof’: SCIEX giving away all of the instruments data – free to download, process and explore. Their skepticism ultimately leading them to discovery and encouraging them to never stop asking questions.