The campaign objective was to draw new laboratories to the 3M´s customer base, by persuading them to change from the traditional testing methods to Petrifilm.

We did it by informing them that this product is the best and fastest way to perform testing, since it speeds up data management by 4 seconds, optimizing analysis processes by 45%.

The creative execution was very relevant and effective because we made the target get to know the benefits of 3M Petrifilm plates in a unique and memorable way, specially considering that other laboratory suppliers usually send traditional and boring paper brochures to try to sell their products.

Our communication tool could not be more appropriate, since it was the product itself, making the target try it and experience its benefits.

We delivered the mailing to the main 96 laboratories for microbiological testing in Ecuador.

Within the next 2 months , 87% of them, that is, 83 laboratories, started ordering the 3M Petrifilm analysis plates, exceeding our objective of 30% positive response rate.

This campaign has been the most successful campaign in the history of Petrifilm.

3M is now looking to implement it all over the world.