Featured Project: Abbott Laboratories ARCHITECT Sales Campaign
Project
Goals:
After seven years of development,
the diagnostics division of Abbott Laboratories
was ready to roll out their innovative new testing
instrument. An impressive worldwide campaign
was needed to educate the target market, hospitals
and laboratories, of the new instrument's benefits.
The campaign would be utilized in multiple applications
requiring long-term appeal for future usage
opportunities.
Project Challenges:
Representing a new concept in
the medical testing industry, Abbott's new ARCHITECT
system's primary feature was the ability to
grow with their customers' growing needs. The
innovative concept required aggressive marketing
and promotional support in Abbott's worldwide
target market. As a result, the campaign's imagery
and text needed to be easily understood by multiple
cultures and translated into numerous languages.
Project
Results:
By utilizing their creative design
and knowledgeable printing expertise, Tandem
Design engineered a project with multiple goals
into one cohesive campaign without sacrificing
the unique specifications of each individual
component. To accomplish this, a variety of
printing techniques and materials were used
in the final campaign which included:
- Brochure with updateable inserts
- Sales binder
- Desktop box with inserts and tabs for sales representatives to have all of the specifications and competitive information needed to sell the product
- Computer-Based Training CD-ROM, Packaging and Mouse Pad Premium
- Internal Trivia Contest
- Proposal Folder