Xceed Print Ad

Xceed Molecular created a desktop molecular diagnostics device that greatly simplified a normally time-intensive process. They asked CommCreative to help introduce the technology and raise their profile at their industry’s biggest tradeshow.

Our strategy focused on leveraging the unique name and spelling of the company by featuring photographs of objects forming the letter “X,” paired with a single word that started (at least phonetically) with the letter “X.” Each word described an attribute of the product or the goal that could be achieved using it. Visuals were meant to contrast with typical competitor ads, which usually consisted of white-jacketed researchers huddled around scientific equipment.

Our strategy also included the tactic to connect with the target audience—research scientists—before, during and after the show. Before the show, we used print ads, direct mail and banner ads to xpose scientists to the message; during the show we engineered a uniquely-shaped room drop, a sweepstakes and a brand new booth design; and finally, we followed up with an e-blast and print ads.

The results were xceptional: after the three-day show, Xceed reported acquiring 450 qualified leads.