Creative summary
The visual and messaging frameworks are designed to allow flexibility to cover a range of topics and targets. Key creative elements include the following:
AMP plot—the cornerstone of our campaign. We want to own this AMP plot like the Nike™ brand owns the Swoosh, so it’s critical to use it consistently across all tactics.
AMP plot—the cornerstone of our campaign. We want to own this AMP plot like the Nike™ brand owns the Swoosh, so it’s critical to use it consistently across all tactics.
• NEVER distort or change the AMP plot.
• You can use the AMP plot on its own or use it separately for animations, but NEVER alter its approved appearance. This includes the colors, order of colors, and glow.
Personas—all personas look directly forward with a confident expression and posture.
Background colors—backgrounds in approved Applied Biosystems colors create a backlit effect on the personas.
Headline framework—the messaging framework is “More [noun that identifies a customer need] to [aspirational benefit].” The first two words are weighted for emphasis.
Background colors—backgrounds in approved Applied Biosystems colors create a backlit effect on the personas.
Headline framework—the messaging framework is “More [noun that identifies a customer need] to [aspirational benefit].” The first two words are weighted for emphasis.
Campaign strategy
There are several factors challenging our long-held position as a qPCR market leader and leading innovator. The goal of this campaign is to reestablish our leadership by spotlighting the significant efficiencies customers gain (time savings, cost savings, reduced level of effort, etc.) by using our qPCR solutions together.
