Situation:

Replacing MRI machines is highly disruptive, costly and creates a large amount of electronic waste. GE Healthcare were launching SIGNA™ Evo, the world’s first and only narrow-to-wide-bore upgrade for MRI machines, and a more sustainable option than purchasing and installing a new system.

Brief:

Imaging departments can now transform rather than replace their MRI machines. Create launch films and assets to communicate the clinical, patient experience and sustainability benefits of an Evo transformation, for use across digital and social channels and events.

Objectives:

To make a striking impact with key stakeholder audience groups online and at major industry conferences. Strong positive internal and external audience sentiment and brand/message recognition.

A combination of practical in-camera effects and post-production VFX seamlessly integrated the product icon, the ring, into environments.

A custom-built prop was made using light-carrying drones to achieve realistic soft-diffused lighting effects and create a sense of harmony between the ring and its surroundings. The complete ring was then built in CGI for maximum control in each scene.

The UK’s Lake District was scouted as an economical location with a range of dramatic natural environments (caves, lakes, forests, hills) to showcase the Evo upgrade’s range of abilities and benefits.

Shot selection was driven by messaging to subtly echo the themes in the voiceover. As the significant benefits of the upgrade become apparent, the vistas become more expansive and open.

A stop-motion sequence was included, in which the ring seems to scan and reveal internal details of a tree, to provide a strong visual association with MRI.

Launch awareness:

>28k social media views (14k views in the first 2 weeks of launch).

>140k impressions (70k impressions in the first 2 weeks of launch).

>4k YouTube views.

>5.5k webpage views.

>1.2k unique views.

Customers at the conference launch event described the film as attention-grabbing and inspirational.

Launch engagement:

>60% of video content seen by 1.2k unique webpage visitors.

>100 social media shares.

Films and stills were repurposed to create 70 new campaign assets, with high global and regional usage and positive sentiment from customers and internal teams.

Sales impact effectiveness:

67+ opportunities.

17+ wins.

(Client estimation, ascribing 30% of new opportunities and wins to campaign video/asset influence).