Assignment

Vitrolife was planning to launch an advanced AI software tool for embryo evaluation and wanted to take a leading position within this new field in IVF. We were asked to develop a visual concept, tagline and campaign communications, targeting IVF clinics worldwide. 

First out would be a teaser campaign prior to launch. The visual concept needed to emphasise new and exciting technology, while maintaining a strong human focus. It also had to match Vitrolife’s overall visual branding.

Following that, messaging and sales material was to be developed to convince the target groups of the value of iDAScore.

Solution

Through a modern and dynamic campaign, we positioned Vitrolife as the leader in AI solutions for IVF clinics. We developed the tagline “Empower your decisions” to capture the value the product delivers for IVF professionals: simpler embryo evaluation with outstanding reliability. 

Film was an important element in creating powerful messaging and differentiating from competitors. We made films for use in social media (Facebook, Instagram, Twitter, LinkedIn), on the corporate website, and for sales meetings and presentations. The Covid-19 pandemic hit just before launch, making the films even more vital since all congresses and meetings moved online.

For the product launch, we developed sales material with messaging and visuals to convince clinics about iDAScore’s efficacy and trustworthiness.

Outcome

The campaign had a powerful impact, helping Vitrolife’s communications stand out from the marketing typically seen in this business. It created broad awareness and generated significant interest, strengthening Vitrolife’s position at the forefront of IVF innovation.