The objective of this campaign was to increase sales of GE’s Venue range of portable ultrasound systems to anaesthetists.  

Interviews revealed a busy, risk-averse target market. Most still use the machines they were trained on. So how could we persuade them to switch? 

Awareness was the key, so we developed an omnichannel campaign with a fresh, disruptive approach to jolt anaesthetists out of their "familiar is best" mindset. 

The TrunkBBI team also worked closely with GE to overcome complex compliance challenges and deliver the right content to a tight schedule. 

Inspired by cutting edge consumer electronics brands, especially Apple, TrunkBBI's in-house film and motion graphics teams created a "wow" factor video that got everyone talking. Cut-down versions became the focus of carefully targeted social media activity. Comments such as "this is game changing" showed that we had hit the spot. 

We also created a tactile stress toy in the form of a GE Venue ultrasound probe. The message that GE Venue technology would lower HCP stress levels really cut through. Opportunities to literally get a feel for the product did the rest. A QR code took decision makers to a specially created online landing page—the gateway to a wealth of compelling product information. A steady stream of enquiries soon followed. 

The results 

·       2,000 stress probes produced and placed in the right hands 

·       Thousands of video views and landing page visits by members of GE Healthcare's key target audience  

·       60% growth in orders vs the previous year 

"Since working with TrunkBBI on content, creative strategy and marketing, our team have delivered 60% growth in orders vs last year, and 80% growth in sales. These numbers are astonishing and I genuinely believe that the content and strategies we partnered with TrunkBBI on have helped drive these numbers."